Years ago, during my time as the Director of Entrepreneurship at Pikes Peak State College, I came across a book that has quietly shaped the way I think about and teach entrepreneurship. It wasn’t a business bestseller or some Silicon Valley playbook. It was “Who Owns the Ice House?” by Clifton Taulbert and Gary Schoeniger, a deceptively simple story inspired by the real-life experience of one man’s entrepreneurial journey in the segregated South.
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The book tells the story of Uncle Cleve, an unlikely entrepreneur who, despite facing systemic racism and economic hardship, built a thriving ice business—and later a garage—not because he had money, status, or connections but because he recognized problems, saw opportunities, and took initiative.
What struck me then—and still resonates now—is how closely Uncle Cleve’s story mirrors the reality of the solopreneurs, tradespeople, and microbusiness owners I work with every day. These aren’t founders pitching to VCs or chasing hockey-stick growth. They’re people building businesses that support families, create local jobs, and carve out freedom and autonomy in a world that doesn’t always make that easy.
So, this post isn’t a review. It’s a distillation of the Ice House mindset—how Uncle Cleve’s life lessons have stuck with me and how I now pass them on to clients navigating the messy, real-world path of entrepreneurship.
1. Entrepreneurship Is a Way of Thinking—Not a Job Title
One of the book’s core ideas is that entrepreneurship isn’t about starting a company—it’s about taking ownership of your life.
Uncle Cleve didn’t see himself as an “entrepreneur” in the formal sense. He saw himself as someone who could solve problems, create value, and shape his own future—even in the face of deeply entrenched barriers. That’s a mindset shift I try to instill in every client I coach.
You don’t need an LLC, a pitch deck, or a logo to be entrepreneurial. You just need to start thinking like a problem-solver. Ask yourself:
What problems do I see around me?
What skills or knowledge do I already have that could help someone?
What can I do today to move closer to solving that problem?
Entrepreneurship starts in your head, not in your bank account.
2. Start Where You Are, Use What You Have
Uncle Cleve didn’t wait until he had everything figured out. He didn’t wait for a loan, a fancy education, or the “perfect” time. He started small—selling blocks of ice in a hot, underserved community where refrigeration was a luxury. Later, he opened a garage because he saw a rising need for car repairs.
That’s resourcefulness in action.
Too many entrepreneurs get stuck in “someday thinking.” Someday, I’ll have the money. Someday, I’ll feel ready. Someday, I’ll quit my job. But Cleve’s story reminds us that conditions are never perfect. You don’t need to wait for someone to give you permission.
Entrepreneurs figure it out as they go along.
They start with what they can do—then learn, adapt, and build from there. That’s what real momentum looks like.
3. Solve Real Problems That People Will Pay to Fix
One thing I emphasize when mentoring business owners is this: your idea doesn’t matter unless it solves a meaningful problem for someone.
Uncle Cleve didn’t invent refrigeration or car mechanics. He saw that people needed ice. Then he saw they needed someone to fix their cars. He built businesses around unmet, unavoidable needs.
This is something every solopreneur should engrave on their desk:
QUOTE: “If it’s not a problem people will pay to solve, it’s not a business. It’s a hobby.”
This is especially true for cost-conscious clients. You don’t have time or money to waste on “cool” ideas that don’t solve painful problems. Find the friction in someone’s life or business and offer to ease it. That’s where the money is.
4. Responsibility = Power
One of the most powerful lessons learned from “Who Owns the Ice House?” is the mindset associated with ownership. Uncle Cleve didn’t blame his circumstances—even when he had every reason to. He focused on what he could control.
That sense of personal responsibility is what separates real entrepreneurs from dreamers. You take full ownership of your time, your decisions, your outcomes—even your failures. And from that ownership comes power.
As I tell clients, you can’t control the economy, your competitors, or your past. But you can control how you show up each day. You can choose to learn instead of complain.
Responsibility isn’t a burden—it’s a superpower.
5. Reputation Is Currency
Cleve’s business didn’t grow because of marketing funnels or SEO. It grew because people trusted him. He showed up as expected. He treated people with respect. He delivered what he promised.
Especially in small, local businesses, your reputation is your marketing. Every job you do, every invoice you send, every customer interaction—those are your billboards.
For microbusinesses, trust is your competitive advantage. Be the person people count on. Build word-of-mouth like Cleve did—by being excellent, not flashy.
6. Learning Is a Lifelong Skill, Not a One-Time Event
Uncle Cleve didn’t go to business school. But he learned constantly—through observation, experience, and conversation. He didn’t wait to be taught. He taught himself.
That’s what I encourage every entrepreneur to do: become a self-directed learner. Whether you’re figuring out QuickBooks, social media, or pricing strategy—approach every obstacle as a learning opportunity, not a stop sign.
Read. Watch. Ask questions. Test. Tinker. Refine. That’s how you build business IQ, one day at a time.
And today, we have more access to information than Cleve ever dreamed of. You can learn anything from a smartphone. But only if you choose to.
7. Don’t Chase Money—Create Value
Uncle Cleve didn’t start out chasing profit. He started by solving a problem. The money followed.
That’s a principle I try to drill into the business owners I work with: stop asking, “How can I make money?” and start asking, “How can I create value for others?”
Money is a byproduct of value. If you obsess over profit, you’ll cut corners. If you obsess over value, you’ll build trust—and profit becomes inevitable.
Whether you’re a plumber, a coach, or a cupcake baker, your job is the same: solve problems, exceed expectations, and serve people better than anyone else.
8. Success Is a Process, Not a Flash Event
The Ice House story isn’t about some overnight win. It’s about consistent, small decisions made over time. It’s about showing up every day, solving problems, treating people right, and staying focused.
Entrepreneurship isn’t a lottery ticket. It’s more like compound interest. The early gains are slow. The progress is invisible. But if you stay in the game long enough—and keep learning—it builds.
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That’s the honest truth I share with clients: there are no shortcuts. But there are systems. There are habits. There is compounding.
Uncle Cleve didn’t win fast. He won consistently.
Final Thought: The Ice House Is Everywhere
Here’s what I often remind clients: the “Ice House” wasn’t just a building. It was a mindset—a metaphor for freedom through ownership, opportunity through awareness, and strength through service.
You don’t need to sell ice or open a garage. You just need to pay attention. What do people need? What are they frustrated with? What skill or service can you offer that eases that frustration?
That’s where your version of the Ice House starts.
Want to Apply This?
If you’re a solopreneur or microbusiness owner trying to find clarity, traction, or your next step, here’s a simple exercise inspired by Uncle Cleve:
List five problems you’ve heard people complain about this week.
Highlight the ones you could help solve with your current skills.
Pick one and outline a simple, testable offer.
Go talk to 3 people and ask if they’d pay for it.
That’s it. It’s not flashy. But it’s how real businesses start.
Because, as Uncle Cleve showed us, entrepreneurship isn’t magic. It’s a mindset, grit, and a willingness to act.
Which of the eight lessons from “Who Owns the Ice House?” resonates most with you—and how might it inspire your next entrepreneurial move?
