Company Name: Code Micro, Inc.
About the business: Provider of Information Technology Products
Location: California, USA
Year Founded: 1994
Number of Employees: 10
E-Myth Program: Mastery Impact!
This month we recognize Code Micro Inc., and it’s CEO David Hoover for exhibiting exemplary strategic work and follow-through in the face of challenging economic circumstances. Hoover demonstrated true leadership skills by taking an objective look at his company and then making critical adjustments to their business model – adjustments that have them poised for continued growth and success in the years to come.

About the Business

Code Micro, Inc. offers businesses of all sizes and government agencies brand-name Information Technology hardware. They provide a full range of essential products including computers, telecom, point-of-sale, test equipment and consumer electronics to clients all over the world.

I came to E-Myth because I was tired of riding the waves! I got tired of the periods of great success only to be followed by downturns. It got to the point where I felt that we couldn’t continue that way — that the business was in danger of becoming mediocre and that’s not where I want it to be.

When I first read The E-Myth Revisited I immediately tried to implement what I’d read. And I failed. Now I see I wasn’t able to implement effectively because I misinterpreted a few things from the book; and that’s the challenge that I think anybody who reads that book and tries to use it will run into. If you only read the book, you’ll be implementing based on your own frame of reference. Your ability to execute will be limited by your knowledge and understanding of your own business. As Technicians, it’s very difficult to have a big picture frame of reference from which to look at your business.

The Mastery Impact! program, and working with my coach, has given me the opportunity to step away from my business and look back at it from an objective point of view. The program gave me a framework to look at each element of my business from a different perspective, the E-Myth perspective.

Mastery provided me with a way of analyzing my business from every angle… but all that was nothing without the opportunity for me to sit down on a regular basis and just bounce ideas off my coach. In the beginning of our work together, our business was in a downturn and things were rough… I’m sure my coach will tell you, I was in bad place on some of our calls. But having the ability to talk with my coach helped get me through it.

One of the key elements for me has been the ability to get away from my business mentally, to pull back so that I can look at it objectively. Intellectually I understood what it meant to “get away from business,” but I thought that meant withdrawing completely. That was the mistake I made the first time around when I read the book. I pulled back and delegated everything... and the business suffered as a result.

The irony is that one of the reasons our business has become so successful is that I actually got more involved in the business, not less. I know that I don't need to do the day-to-day work; I just need to totally understand what’s happening. This perspective provided me with a better view of the company's overall structure and gave us the opportunity to recognize and better utilize the talent of the people within the organization.

Today, I'm more involved with every aspect of the company because I see it from a 360-degree perspective. That concept was at odds with what I thought that E-Myth taught, and I viewed that as a failing on my part. But my coach helped me see that it's not a failure to be active in your business, that’s actually essential to being a good business owner.

— David Hoover, CEO

+1 541.552.4600
United States