What does it mean to be an entrepreneur? And do most small business owners consider themselves entrepreneurs?


These were the questions we posed to our client, Level One Bank when presented with the challenge of connecting with busy business owners in the Detroit area. Through our research and our own personal experience, we knew that most business owners did not use the term “entrepreneur” to describe themselves. For example, according to the article ” Are you a Small Business Owner or an Entrepreneur” from the UK, only 32% of those aged 55 and over claimed to be entrepreneurs compared with 82% of small business owners aged under 24.


The final project was a custom-designed and built box inviting recipients to “meet one of the most important contributors to local economic growth.” When opened the business owner found themselves reflected back through the use of an attached mirror. Recipients also found information about the Bank, including an invitation to meet and receive a free subscription to Entrepreneur magazine.