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The world of entrepreneurship is not for the faint of heart. Since I established my corporate office in 1989, I've jumped through more hoops than the entire crew of Cirque du Soleil. The combination of providing products and services, pleasing current clients and seeking new customers can be a Bermuda Triangle of business.

If you are considering the world of self-employment, here are my top 10 points to ponder before jumping in feet first and eyes closed.

1. Do What You Love
It's Fanshawe College's current slogan, and it has been my motto from the first day I opened my door to self-employment in 1989. It's not always easy obtaining a job that doesn't see you counting down the minutes on a Friday afternoon, but landing a dream job should always be your ultimate professional goal. The premise here is simple: if you love your job, it's not work. As an entrepreneur, you had better love your chosen career, or else you are setting yourself up for failure.

2. Diversity Is A Must
No matter what your profession, make sure that you offer a variety of products and services. As a professional writer, I offer a myriad of media relations and journalism stories for both print and new media. But I also provide clients with public speaking, photography, broadcasting and video services. The more talents you bring to the table, the more valuable you are in the eyes of your current and prospective clients.

3. Define Yourself
One of the largest obstacles facing an entrepreneur is helping clients understand exactly what it is they offer. People like to pigeonhole — they're afraid of the unknown or misunderstood. By explaining in simple terms what you have to offer your customers, they'll feel more comfortable doing business with you.

4. It's Not Personal, Sonny
That famous line from Al Pacino (my favourite actor) in, The Godfather — "It's not personal, Sonny, it's strictly business" — holds some truth in the legitimate business world. But here's how I conduct my day-to-day operations. If I don't respect an individual or a company, and/or they don't respect me, then why would I want to do business with them? Trial and error is necessary — I've dealt with countless clients whom I'll never do business with again, and for a number of reasons, with non-payment and unprofessionalism leading the pack. But after a while, you develop a sixth sense for sniffing out the undesirables.

5. Do Your Homework
Each time I pursue a new client or prepare for a first meeting, I invest heavily in time spent researching their company history, their own products and services, and their needs. When you walk through their door and shake their hand, hit them with a strong knowledge of their daily operations. A strong first impression lasts forever. Knowing what a client is all about helps you prepare for success.

6. Work Smart
Time management skills are just as important as any skill necessary to producing products and providing services. As previously discussed in this column, organizing your commitments is a must: without discipline in this area of business, you may as well go work for someone else.

7. Balancing Act
Perhaps the toughest element of entrepreneurship is balancing existing business with the task of pursuing new clients. How much work is enough? Without constantly growing your business, you're taking two steps forward and three steps back. You never know when a relationship will end — and you never know where you're next client is waiting.

8. Burning Bridges
Early in my career, I foolishly burned a lot of bridges. Inevitably, some business relationships will turn sour, but always end a relationship with a smile, a handshake and well wishes. I've seen many relationships revived for the better because of professionalism during initial departure. People can change — and that includes you.

9. Network Like There's No Tomorrow
Social media use is a must for any modern entrepreneur, but so are face-to-face relationships. Networking has long been a buzzword for success. I belong to a number of professional associations and continue to obtain clients via this route. Marketing — even during good times — is a must, too. To borrow a line from singer/songwriter Bruce Cockburn: "If a tree falls in the forest, does anybody hear?"

10. All Work, No Play
Finally, remember: all work and no play is not a good formula. Sure, there are times when you'll be chained to your desk. But finding the perfect balance between your professional and personal lives is the real secret to success.

Award-winning journalist Jeffrey Reed is a Fanshawe College professor with the Corporate Communication and Public Relations post-graduate program and an instructor with Fanshawe's Continuing Education department. Email him at jreed@fanshawec.ca.