ABSTRACT
The model of the Free Market is a powerful element of Western culture, and one that has deep roots. However, the fact that it is powerful and long-lived does not mean that everyone believes in, espouses and adheres to it all the time. This chapter investigates one particular American alternative, which is more revisionist than otherwise. This is the alternative associated with an image of the petty entrepreneur that is romantic, concerned with sentiment rather than reason. Popular publications for and about petty entrepreneurs range from the technical to the hortatory. Implicitly or explicitly however, they all contain an image of what petty entrepreneurship is, an image of how petty entrepreneurs do or ought to conduct their business. The chapter presents one popular alternative to the construction of the self contained in the Market model, the alternative contained in Paul Hawken's Growing a Business.
