Tired of your office job and thinking of starting your own business — but don’t want to give up your role as wife and mother? It can be done. Noel Irwin Hentschel, one of Success Magazine’s “Top US Entrepreneurs” and the California American Mother’s “1998 Humanitarian Mother of the Year” shares her philosophies with the LABJ. “Women have the entrepreneurial spirit,” Irwin Hentschel explains in her many talks to women across the state. “It only needs to be nurtured.”

Here are some of Noel’s key don’ts:

– Follow trends.

Never follow trends. Instead, look for the void.

– Worry about how to run your business.

Get your clients first, then worry about operations and administration. If you don’t have rock solid income, then all that costly office space, computer equipment and staff may spell a premature demise.

“TEN THINGS WOMEN SHOULDN’T DO WHEN STARTING THEIR OWN BUSINESS”

– Ignore M.T.M.

You may have an idea, and you may have some money, but if you don’t have technological insight, or marketing expertise, you’re missing one of the three essential components in running a business today. Money, technology and marketing — you need all three in place, either through your own experience or via partners.

– Move forward without a distinct female roll model.

Just as our children need positive role models, so do women entrepreneurs – almost more so because there aren’t many out there that come immediately to mind. It can be an acquaintance, or a person you’ve read about. Or a hybrid of various women. Mine, for instance, was a combination of Margaret Thatcher, Mother Theresa, and my grandmother.

– Listen to talkers.

If talkers were good at being doers, they wouldn’t be talkers. Don’t let their opinions destroy your creativity.

– Bank on it.

A lot of entrepreneurs move forward too quickly on the promises of people saying they’ll give you business. But until you see the money in hand, assume you’ll never see it.

– Act like a boss.

Don’t hire “underlings” – partner with people smarter than you. You’ll do a lot of listening, but it’s better than ordering around a lot of inexperienced people.

– Compromise your ethics.

It may sound obvious, but it needs to be re-emphasized: never bend the truth or pay less than you owe. Even in a crunch. Your employees and associates may find out and follow your example.

– Forget to ask for the order.

Remember — if you don’t ask, you don’t get. You never know how an offer will be received. The most someone can do is say no.

– Take praise too seriously.

A lot of entrepeneurs get some initial good press or praise and then become complacent. Enjoy the recognition, but don’t lose your momentum towards reaching the next level.

Noel is the Chairman and CEO of AmericanTours International.