Purpose – The purpose of this study was to document the problem-solving styles of SME entrepreneurs operating in an emerging market. Design/methodology/approach – The authors conducted in-depth interviews with ten successful company founders around Bangkok, Thailand. The discussion focused on the entrepreneurs' experiences during the early days of their businesses. Findings – Entrepreneurs embraced risk. They emphasized learning-by-doing, leveraging current strengths and preparedness to fail before succeeding. Originality/value – The authors describe some useful problem-solving approaches that may be useful to leaders of big companies.