With the fourth installment of Indiana Jones out in May, it’s an appropriate time to see what we can learn from Indy about being an entrepreneur.

The great movie heroes are great because they don’t follow the rules, according to Mark Stevens, self-proclaimed movie lover and author of Your Marketing Sucks and God Is a Salesman. “Nobody wants to see a movie about someone who simply abides by the rules.”

Let’s take that rule-chucking theory and apply it to entrepreneurship. What can we learn?

Indy does his homework
Indy’s whip and gun get lots of play in the movie, but it’s his smarts that save the day. Without a Dr. Jones, Indiana Jones would have ended up dead a long time ago!

In the same way, entrepreneurs need to do their research – before they start their business, before they launch a product – generally before any kind of large undertaking. Going into a situation feet first instead of brain first will generally backfire. Make sure to do homework on your target market before you begin marketing to them and do homework on the market itself. Adding another similar product to a crowded market is not the road to a successful business venture.

Adventurous – take business risks, but not stupid risks
I believe these are referred to as calculated risks. You need to calculate the risk potential of business ventures, whether that’s to take a risk introducing a new product or trying to target a new market. Indy is adventurous, but he is also sensible. He takes risks where the outcome is more likely to be in his favor. Not a bad characteristic to try to copy.

Show your human side
“Snakes. Why did it have to be snakes?” moans Indy. This one line shows that Indy isn’t a robot – there’s something that shakes him up! In the same way, you need to show your customers that you are human. Don’t talk like a corporation in your marketing materials, talk like a person. Use “you” a lot and “we” or “us” when you talk about your company. Starting headlines with “you” on postcards will grab people’s attention because you’re talking right to them.

Entrepreneurs find creative solutions
Indy would tell you as well as anyone else that no matter how much planning you do, you need to be ready for the unexpected. This includes setting up a plan B, but also being able to think on your feet. If you can’t come up with a solution to a problem, try brainstorming with colleagues to come up with something off the beaten path. Don’t strike down any ideas because oftentimes one idea that is way out there will spark the right idea later.

Don’t forget your hat
Indy always has his hat with him. When it gets punched off, blown off, however it gets off his head, he always manages to get it back to him. In much the same way, you can’t forget your hat, which is your brand. People know the Indiana Jones movies by a silhouette of Harrison Ford in the fedora – it’s the trademark of Indy. Whether you’re working on marketing materials, your annual report, producing a new product – don’t forget to include your brand on everything.

Lastly, don’t give up. Indy never gives up – once he’s found one artifact that’s not enough – he needs to find the next one. And the next one. If you have a roadblock in your way, find a way to get around it. Indy keeps forging ahead despite setbacks, and you can too.

I know what you’re thinking … where can I get a fedora?