Fire More Bullets in 2012

Fire More Bullets in 2012One of several points from Jim Collins’ new book Great By Choice is the concept of bullets and cannonballs.

Simply put, a bullet is a test. It’s done to learn something with speed and minimal risk in mind. After a few successful bullets hit their mark, you conceptually have enough data or market validation to fire the cannon instead.

Collins, backed up by years of research, demonstrated that companies who grew 10X over several years during difficult market conditions did so by firing a lot of bullets, all the time, before carefully choosing their cannonballs. Similar companies who stalled or faltered too often bet big on the cannonball first, which took more time, attention and resources away from the business with a lower rate of success and return.

You aren’t going to grow at high rates year after year without firing cannons. At some point, you have to make the big bet.

But there’s no reason to do that without first testing the market, validating your idea with data, and ensuring your cannons will hit their mark.

Put another way, spend most of your time at target practice. Figure out what works. Then put the pistol away and get out the big guns.


Like Innovation Excellence on Facebook

Don’t miss an article (3,650+) – Subscribe to our RSS feed and join our Innovation Excellence group!


Matt HeinzMatt Heinz is principal at Heinz Marketing, a sales & marketing consulting firm helping businesses increase customers and revenue. Contact Matt at matt@heinzmarketing.com or visit www.heinzmarketing.com.

Matt Heinz

NEVER MISS ANOTHER NEWSLETTER!

Categories

LATEST BLOGS

Diversifying the Corporate Boardroom

By Dan Blacharski | January 18, 2021

Diverse talent is abundant, but do you still need to know the secret handshake? A small group of tenured leaders,…

Read More

Tales from the Road: Navigating the Complicated World of Consulting

By Shawn Nason | January 14, 2021

MOFI’s experience SWAT team is always looking for its next challenge and never shies away from even the biggest, hairiest…

Read More

Leave a Comment