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Ready, Fire, Aim: Zero to $100 Million in No Time Flat
Whether you’re thinking about starting a new business or growing an existing one, Ready, Fire, Aim has what you need to succeed in your entrepreneurial endeavors. In it, self-made multimillionaire and bestselling author Masterson shares the knowledge he has gained from creating and expanding numerous businesses and outlines a focused strategy for guiding a small business through the four stages of entrepreneurial growth. Along the way, Masterson teaches you the different skills needed in order to excel in this dynamic environment.
375 pages, Hardcover
First published December 12, 2007
349 people are currently reading
10412 people want to read
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Displaying 1 - 30 of 124 reviews
October 18, 2014
I really enjoyed this book. It took me about two weeks to read it, but that was with several breaks and going through a chapter or two at a time. It is easy to ready, chunks the information together, and blends storytelling with practical advice.
Some other reviewers have mentioned his tendency to brag or mention his previous successes. I don't mind it so much. I would rather read a book from a very well accomplished business owner, than someone who has not built up many profitable businesses. Think of it as the author's way to show credibility. When you look at many of the successful companies today, you'll find that many of them are all following the path that Masterson lays out in this book. It is very eye opening.
The best thing about this book is how Masterson breaks it down and details the pieces that form a well-run and profitable company. He describes it as more of a science than an art. There is practical advice everywhere, and I appreciate his honesty. He explains how to run a business without tricking or scamming customers, which I appreciate very much. There are a lot of people out there who go into business for money, and not their customers. It is refreshing to know that scams, tricks, and high-pressure sales are not required to be successful.
Some other reviewers have mentioned his tendency to brag or mention his previous successes. I don't mind it so much. I would rather read a book from a very well accomplished business owner, than someone who has not built up many profitable businesses. Think of it as the author's way to show credibility. When you look at many of the successful companies today, you'll find that many of them are all following the path that Masterson lays out in this book. It is very eye opening.
The best thing about this book is how Masterson breaks it down and details the pieces that form a well-run and profitable company. He describes it as more of a science than an art. There is practical advice everywhere, and I appreciate his honesty. He explains how to run a business without tricking or scamming customers, which I appreciate very much. There are a lot of people out there who go into business for money, and not their customers. It is refreshing to know that scams, tricks, and high-pressure sales are not required to be successful.
July 20, 2012
I would recommend this great read to anyone looking to grow his or her business
In `Ready, Fire, Aim' Michael Masterson takes the reader through a structured approach of building a profitable business. The book primarily focuses on the cornerstones of business including sales, marketing and client relationships. Masterson pursues the same highly informed style that he has taken with his previous books. The insights he offers here are worth pursuing for any businessperson looking to jumpstart their business and enjoy profitability quickly without being put down by the inevitable challenges.
I enjoyed reading this book even though I thought it would focus more on starting a business from scratch. I applaud the fact that Masterson does not gloss over the importance of a marketing plan and investing in client relationships to build a profitable business. He offers concrete examples and rationale needed for success without being too condescending. I also like that he was frank about the challenges that businesses face at different stages.
In `Ready, Fire, Aim' Michael Masterson takes the reader through a structured approach of building a profitable business. The book primarily focuses on the cornerstones of business including sales, marketing and client relationships. Masterson pursues the same highly informed style that he has taken with his previous books. The insights he offers here are worth pursuing for any businessperson looking to jumpstart their business and enjoy profitability quickly without being put down by the inevitable challenges.
I enjoyed reading this book even though I thought it would focus more on starting a business from scratch. I applaud the fact that Masterson does not gloss over the importance of a marketing plan and investing in client relationships to build a profitable business. He offers concrete examples and rationale needed for success without being too condescending. I also like that he was frank about the challenges that businesses face at different stages.
May 2, 2013
Upon finishing this, I'm not really left inspired. It's odd. Maybe my expectations were too unrealistic. To me, it seemed like there was a lot of asshattery in this book even though I do agree with much of what the author says. Maybe it was the author's approach that rubbed me the wrong way. I felt like half the book was over-hyped "just wait until the big reveal!" fodder, marketed as gold, with only a few little nuggets of obvious common sense sprinkled over the top. While overall my review is negative, The two stars are for the few bits of motivation and good information that may be enough to trigger a positive response. It's not that all the information was "bad", just not very groundbreaking. Maybe if I came from the old school, I would have gotten more out of it, but being a part of several successful internet startups, I already operate in a ready, fire, aim fashion, so didn't need much more convincing on this practice to begin with.
July 5, 2020
Ready, Fire, Aim is the result of a retreat serial entrepreneur Michael Masterson led for other entrepreneurs. He wanted to impart the lessons he had learned from a 30-year career starting and running several multi-million-dollar businesses. The subtitle states his objective for the book, teaching the reader to take a business from "Zero to $100 Million in No Time Flat."
The two biggest ideas in the book are the importance of action (thus, the book title) and that going from zero to $100 million encompasses four distinct stages in the life of a company. Having read the Five Second Rule, 10X, and many other books, I knew the first point well. It's the second that I will focus on.
According to Masterson, each of the four stages of a business has different problems, challenges, and opportunities and requires different skills from the entrepreneur running the company. The stages are:
1. Infancy ($0-1 million in revenue)
2. Childhood ($1-10 million)
3. Adolescence ($10 million to $50 million)
4. Adulthood ($50 million to $100 million and beyond)
The stage that was the most interesting to me (because it faces many of the challenges my company, FiveFour, solves for business leaders at this level) is adolescence. Once a company grows to or near $10 million, the growth almost always comes with a new set of challenges.
At this size, there is at least one or two levels of management between the founder/CEO and the front-line workers who engage with the company's customers. Those employees do not have the benefit that existed in the first two phases of business growth - proximity to the founder/CEO. Companies that reach $10 million in revenue usually do so because the founder/CEO built a culture around taking care of the customer. With multiple levels of management, they no longer talk directly to every employee and are unable to directly impart their culture and expectations of how the customer should be cared for.
The way this usually shows up in a company is through disgruntled customers. Masterson writes: "The most important disconnect has to do with the priority you had established to make sure every customer would be handled with the utmost of care and consideration." The business is in need of a transformation. A transformation from focusing almost exclusively on customer acquisition to one that now focuses equally on customer retention. Masterson calls it customer service, but were he writing today rather than the mid-2000's, he would likely recognize that the customer experience is even more important.
The leader accomplishes this transformation by a focus on operations and training, communicating the vision, joint ventures and hiring stars and superstars. He's dead-on with that list, but a few of his methods are decidedly lacking. For example, to communicate the vision he advocates writing a monthly memo. To solve this communication gap that he has so accurately identified takes much more than a written letter once a month.
And it's behind that small defect that my larger problem with the book arises. Those memos worked for him and a client of his. That's 98% of what you get in this book: his personal experience as an entrepreneur. Masterson has no time for theory. The only time I can remember him quoting an organizational theorist was to disagree with him.
That's not a debilitating problem and it doesn't erase the good that comes from the book. After all, Masterson wrote it to impart what he learned from his entrepreneurial journey. But it is a limitation that the reader should be aware of. This book is just one source - a good one, but just one - and will need to be supplemented with other resources especially the further we get from the day it was written.
The two biggest ideas in the book are the importance of action (thus, the book title) and that going from zero to $100 million encompasses four distinct stages in the life of a company. Having read the Five Second Rule, 10X, and many other books, I knew the first point well. It's the second that I will focus on.
According to Masterson, each of the four stages of a business has different problems, challenges, and opportunities and requires different skills from the entrepreneur running the company. The stages are:
1. Infancy ($0-1 million in revenue)
2. Childhood ($1-10 million)
3. Adolescence ($10 million to $50 million)
4. Adulthood ($50 million to $100 million and beyond)
The stage that was the most interesting to me (because it faces many of the challenges my company, FiveFour, solves for business leaders at this level) is adolescence. Once a company grows to or near $10 million, the growth almost always comes with a new set of challenges.
At this size, there is at least one or two levels of management between the founder/CEO and the front-line workers who engage with the company's customers. Those employees do not have the benefit that existed in the first two phases of business growth - proximity to the founder/CEO. Companies that reach $10 million in revenue usually do so because the founder/CEO built a culture around taking care of the customer. With multiple levels of management, they no longer talk directly to every employee and are unable to directly impart their culture and expectations of how the customer should be cared for.
The way this usually shows up in a company is through disgruntled customers. Masterson writes: "The most important disconnect has to do with the priority you had established to make sure every customer would be handled with the utmost of care and consideration." The business is in need of a transformation. A transformation from focusing almost exclusively on customer acquisition to one that now focuses equally on customer retention. Masterson calls it customer service, but were he writing today rather than the mid-2000's, he would likely recognize that the customer experience is even more important.
The leader accomplishes this transformation by a focus on operations and training, communicating the vision, joint ventures and hiring stars and superstars. He's dead-on with that list, but a few of his methods are decidedly lacking. For example, to communicate the vision he advocates writing a monthly memo. To solve this communication gap that he has so accurately identified takes much more than a written letter once a month.
And it's behind that small defect that my larger problem with the book arises. Those memos worked for him and a client of his. That's 98% of what you get in this book: his personal experience as an entrepreneur. Masterson has no time for theory. The only time I can remember him quoting an organizational theorist was to disagree with him.
That's not a debilitating problem and it doesn't erase the good that comes from the book. After all, Masterson wrote it to impart what he learned from his entrepreneurial journey. But it is a limitation that the reader should be aware of. This book is just one source - a good one, but just one - and will need to be supplemented with other resources especially the further we get from the day it was written.
July 27, 2012
I blasted through this iTunes audiobook! What a refreshing and "real" perspective on what it takes to start and grow a business. This book really helped me think down the road as my business grows through multiple stages you only experience by hitting certain growth levels. I really like his dogged insistence that every business owner masters the domain of sales, no matter if they are engaged in personal sales (recommended in the beginning) or just in an oversight role. For newbies, this book will reframe and drill into you the importance of getting a grasp on what causes people to buy from you, the importance of getting that first sale before getting your first office (business card, computer, property, etc.,) and the importance of hustle.
February 17, 2023
This is THE BOOK for entrepreneurs(mostly beginners) but can find relatable parts for all levels. Will turn to it to again and again as business grows :)
February 4, 2024
Hi Booklovers,
Sometimes I'll read a book about entrepreneurship, and I let out a small sigh after the first (few) chapter(s). I expect the rest of the book will be a hard read, like cutting through tough leather with a cotton swab.
BUT ... in 'Ready, Aim, Fire,' Mark Ford/Masterson mentors you through all stages of your business ... and grows on you as a mentor. He offers you lessons wrapped up like candy.
He understands you need time to digest information. So while you unwrap your candy, he writes about an example, experience, or a decision he made as an entrepreneur in that same situation. Patiently mentoring you until the lesson sinks in. And when it does, that lesson in turn, urges you to move steadily and thoughtfully on to the next stage.
He offers his advice and lessons, true to his achievements and proven methods, instead of popular opinions slathered on a page for sales.
And that, well... sold ;)
with love, HonnoMushi.co
February-2024
Sometimes I'll read a book about entrepreneurship, and I let out a small sigh after the first (few) chapter(s). I expect the rest of the book will be a hard read, like cutting through tough leather with a cotton swab.
BUT ... in 'Ready, Aim, Fire,' Mark Ford/Masterson mentors you through all stages of your business ... and grows on you as a mentor. He offers you lessons wrapped up like candy.
He understands you need time to digest information. So while you unwrap your candy, he writes about an example, experience, or a decision he made as an entrepreneur in that same situation. Patiently mentoring you until the lesson sinks in. And when it does, that lesson in turn, urges you to move steadily and thoughtfully on to the next stage.
He offers his advice and lessons, true to his achievements and proven methods, instead of popular opinions slathered on a page for sales.
And that, well... sold ;)
with love, HonnoMushi.co
February-2024
February 5, 2020
This is a recommended book for those who are trying to set up their business from ground zero or the ones who would be some day. The book is totally relevant in today's context. It divides the plan into 4 stages such as 0-1m, 1-10m, 10-50m and 50-100m. The discussion focuses more on the 0-1m stage. It describes how to not concentrate on changing the product quality continuously but rather on selling as selling is the soul of any business, bringing in new customers and following a dedicated OSS(optimum selling strategy). The OSS should not be tweaked in a short time period. The 4P model of kotler has been reiterated in a different way in the book.
Book is kinda long but don't hesitate to start it. Atleast starting to read a book is easier than to start a business from scratch. Do read! Thanks!!
Book is kinda long but don't hesitate to start it. Atleast starting to read a book is easier than to start a business from scratch. Do read! Thanks!!
December 23, 2023
Fun as always
June 30, 2023
Great book!
September 26, 2014
There are a lot of good thoughts in this book about how to get started with a new business and what ones priorities early on should be. The main point the author makes is that selling your first product is the most imperative thing, not letterhead or office space or LLC paperwork. The one quibble I had was that the author's ego comes through fairly strongly, but if you can ignore that, there is some good information for anyone wanting to try to build their own business.
May 22, 2015
Χωριζει τις επιχειρησεις σε 4 σταδια αναλογα το εισοδημα και τα ατομα που χρειαζονται. Προφανως διαβασα για το πρωτο σταδιο όπου έχει αρκετά καλές, αλλά και κάπως γενικές ιδέες για το τι χρειάζεται κάποια επιχείρηση σε αυτό το σημείο.
August 27, 2022
There's way too much here to unpack after a single reading. This book is a textbook masquerading as light business reading.
I think this is a great book for anyone who has started a business or is an employee in a business. As someone looking at it from both perspectives, I could appreciate how different sections of the book are useful for my understanding of how to move in my respective roles.
In extremely broad strokes, here's what I got out of the book.
Business phases each have their own challenges and optimal strategies for overcoming those challenges.
The founder/ owner of a business will play dramatically different roles during different parts of lifecycle.
New businesses ($0-$1 mil) should focus solely on sales to the near exclusion (80/20) of all other concerns.
The process of selling, according to the author, is really just learning who your market is, how to get in contact with them, and how to present the offer to them in such a way that it is appealing to them. He paints selling as a voluntary business transaction between someone who wants to buy and someone who is selling something, rather than framing it as I've often seen it framed whereby a seller must convince the buyer that they want/need what you're selling. I like this reframe and the fact that the author goes out of his way to decry hard selling tactics (and, like me, stated that he felt scummy attempting to use them). This is the section I most want to reread because this is where all of my businesses have stalled out.
Customers respond to products that make them healthier, wealthier or happier.
Follow the lead of existing industry players in terms of advertising, pricing, etc, as they have almost certainly landed on the optimal selling strategy for the market if they are successful.
Look where they advertise, how they advertise, how frequently, etc. Consider making copycat items with minor improvements that better meet market demand to take advantage of growing markets.
The next phase is about product diversification in order to increase revenue in the $1 mil to $10 mil range.
Frontend sales should be novel but backend sales don't need to be in order to generate revenue.
Buying frenzies occur when someone is in a mood to spend money and they persist until the person has exhausted the amount of money they want to spend.
Products are priced to meet the needs of these buyer frenzies. It's the reason that there are luxury goods so that someone with a lot of wealth doesn't need to go from one unsatisfyingly cheap purchase to the next in order to get their emotional fix.
As a business, it's your job to have sufficient products (quantity, variety) and pricing to satisfy those needs.
Most people aren't buying things out of necessity. We need very little things in life. Most people in the modern world are buying out of desire and that should shape business approaches to product selection, marketing, etc. Things should be built keeping in mind that the ultimate aim is to satisfy the customer's desire to buy, not to solve an urgent problem they're having in their life per se.
The best time to reach out to a customer for another sales is immediately after they've purchased something from you.
Most customers will have a lifetime value 10x the price of the first item that you sell them. Retaining customers is incredibly important for that reason.
The next phase is about creating an effective organization, distancing yourself further from the day to day work and building strong leadership under you to absorb the burden.
Attract and cultivate superstars and intrapreneurs.
Don't tolerate politics. Combat it by making your organization an open competition. People practicing politics are generally afraid to compete and lose. Force them to either outgrow the politics or leave the organization.
Bureaucracy occurs when someone loses sight of the point of the business (keeping customers happy/ making money).
The last phase of the business is characterized by you making a decision about what role, if any, you're going to have in the business, and completely divesting yourself from management of it in other than an advisory capacity (unless you want to manage or whatever else you want to do).
Actually, I'm going to stop here. No matter what I write here, it's going to be an insufficient parsing of the content. It really is like a textbook.
I think this is a great book for anyone who has started a business or is an employee in a business. As someone looking at it from both perspectives, I could appreciate how different sections of the book are useful for my understanding of how to move in my respective roles.
In extremely broad strokes, here's what I got out of the book.
Business phases each have their own challenges and optimal strategies for overcoming those challenges.
The founder/ owner of a business will play dramatically different roles during different parts of lifecycle.
New businesses ($0-$1 mil) should focus solely on sales to the near exclusion (80/20) of all other concerns.
The process of selling, according to the author, is really just learning who your market is, how to get in contact with them, and how to present the offer to them in such a way that it is appealing to them. He paints selling as a voluntary business transaction between someone who wants to buy and someone who is selling something, rather than framing it as I've often seen it framed whereby a seller must convince the buyer that they want/need what you're selling. I like this reframe and the fact that the author goes out of his way to decry hard selling tactics (and, like me, stated that he felt scummy attempting to use them). This is the section I most want to reread because this is where all of my businesses have stalled out.
Customers respond to products that make them healthier, wealthier or happier.
Follow the lead of existing industry players in terms of advertising, pricing, etc, as they have almost certainly landed on the optimal selling strategy for the market if they are successful.
Look where they advertise, how they advertise, how frequently, etc. Consider making copycat items with minor improvements that better meet market demand to take advantage of growing markets.
The next phase is about product diversification in order to increase revenue in the $1 mil to $10 mil range.
Frontend sales should be novel but backend sales don't need to be in order to generate revenue.
Buying frenzies occur when someone is in a mood to spend money and they persist until the person has exhausted the amount of money they want to spend.
Products are priced to meet the needs of these buyer frenzies. It's the reason that there are luxury goods so that someone with a lot of wealth doesn't need to go from one unsatisfyingly cheap purchase to the next in order to get their emotional fix.
As a business, it's your job to have sufficient products (quantity, variety) and pricing to satisfy those needs.
Most people aren't buying things out of necessity. We need very little things in life. Most people in the modern world are buying out of desire and that should shape business approaches to product selection, marketing, etc. Things should be built keeping in mind that the ultimate aim is to satisfy the customer's desire to buy, not to solve an urgent problem they're having in their life per se.
The best time to reach out to a customer for another sales is immediately after they've purchased something from you.
Most customers will have a lifetime value 10x the price of the first item that you sell them. Retaining customers is incredibly important for that reason.
The next phase is about creating an effective organization, distancing yourself further from the day to day work and building strong leadership under you to absorb the burden.
Attract and cultivate superstars and intrapreneurs.
Don't tolerate politics. Combat it by making your organization an open competition. People practicing politics are generally afraid to compete and lose. Force them to either outgrow the politics or leave the organization.
Bureaucracy occurs when someone loses sight of the point of the business (keeping customers happy/ making money).
The last phase of the business is characterized by you making a decision about what role, if any, you're going to have in the business, and completely divesting yourself from management of it in other than an advisory capacity (unless you want to manage or whatever else you want to do).
Actually, I'm going to stop here. No matter what I write here, it's going to be an insufficient parsing of the content. It really is like a textbook.
June 23, 2024
Michael Masterson’s “Ready, Fire, Aim: Zero to $100 Million in No Time Flat” is a comprehensive guide for entrepreneurs at various stages of their business journey. Masterson is a seasoned entrepreneur and best-selling author who provides a step-by-step blueprint to accelerate business growth and achieve substantial success.
The book is structured around four stages of entrepreneurial development:
1. Stage One: Infancy ($0 to $1 Million in Revenue) - Masterson emphasises the importance of focusing on sales and marketing. He advocates for a “ready, fire, aim” approach, encouraging entrepreneurs to take action and refine their strategies as they go. This stage is about finding a product-market fit and driving initial revenue.
2. Stage Two: Childhood ($1 Million to $10 Million in Revenue) - At this stage, the focus shifts to developing operational efficiencies and building a strong team. Masterson discusses the need for creating systems and processes to support growth and maintaining a keen eye on cash flow management.
3. Stage Three: Adolescence ($10 Million to $50 Million in Revenue) - Here, Masterson gets into scaling the business, emphasising the importance of strategic planning and leadership development. He highlights the need for refining the business model, expanding product lines, and optimising customer acquisition strategies.
4. Stage Four: Adulthood ($50 Million to $100 Million and Beyond) - In the final stage, Masterson explores how to solidify market position and sustain long-term growth. He covers topics such as innovation, corporate culture, and strategic acquisitions, providing insights into maintaining momentum and staying competitive.
Masterson’s writing is practical and engaging, filled with real-world examples and actionable advice. His experience and success in building multiple businesses lend credibility to his recommendations. The book is not just theoretical; it offers concrete steps that entrepreneurs can implement immediately.
One of the standout aspects of “Ready, Fire, Aim” is its emphasis on flexibility and adaptability. Masterson encourages entrepreneurs to be decisive and take risks, but also to be prepared to pivot and adjust their strategies based on market feedback. This dynamic approach is particularly valuable in today’s fast-paced business environment.
While the book is comprehensive, it may be overwhelming for some readers due to the sheer volume of information and the ambitious scope of the strategies presented. However, for those willing to invest the time and effort, “Ready, Fire, Aim” provides a treasure trove of insights and practical tools for entrepreneurial success.
“Ready, Fire, Aim: Zero to $100 Million in No Time Flat” is an essential read for entrepreneurs aiming to scale their businesses rapidly. Masterson’s blend of strategic advice, real-life examples, and actionable steps makes it a valuable resource for anyone looking to achieve significant growth in their entrepreneurial ventures.
The book is structured around four stages of entrepreneurial development:
1. Stage One: Infancy ($0 to $1 Million in Revenue) - Masterson emphasises the importance of focusing on sales and marketing. He advocates for a “ready, fire, aim” approach, encouraging entrepreneurs to take action and refine their strategies as they go. This stage is about finding a product-market fit and driving initial revenue.
2. Stage Two: Childhood ($1 Million to $10 Million in Revenue) - At this stage, the focus shifts to developing operational efficiencies and building a strong team. Masterson discusses the need for creating systems and processes to support growth and maintaining a keen eye on cash flow management.
3. Stage Three: Adolescence ($10 Million to $50 Million in Revenue) - Here, Masterson gets into scaling the business, emphasising the importance of strategic planning and leadership development. He highlights the need for refining the business model, expanding product lines, and optimising customer acquisition strategies.
4. Stage Four: Adulthood ($50 Million to $100 Million and Beyond) - In the final stage, Masterson explores how to solidify market position and sustain long-term growth. He covers topics such as innovation, corporate culture, and strategic acquisitions, providing insights into maintaining momentum and staying competitive.
Masterson’s writing is practical and engaging, filled with real-world examples and actionable advice. His experience and success in building multiple businesses lend credibility to his recommendations. The book is not just theoretical; it offers concrete steps that entrepreneurs can implement immediately.
One of the standout aspects of “Ready, Fire, Aim” is its emphasis on flexibility and adaptability. Masterson encourages entrepreneurs to be decisive and take risks, but also to be prepared to pivot and adjust their strategies based on market feedback. This dynamic approach is particularly valuable in today’s fast-paced business environment.
While the book is comprehensive, it may be overwhelming for some readers due to the sheer volume of information and the ambitious scope of the strategies presented. However, for those willing to invest the time and effort, “Ready, Fire, Aim” provides a treasure trove of insights and practical tools for entrepreneurial success.
“Ready, Fire, Aim: Zero to $100 Million in No Time Flat” is an essential read for entrepreneurs aiming to scale their businesses rapidly. Masterson’s blend of strategic advice, real-life examples, and actionable steps makes it a valuable resource for anyone looking to achieve significant growth in their entrepreneurial ventures.
December 30, 2023
"Ready, Fire, Aim: Zero to $100 Million in No Time Flat" by Michael Masterson is a guide to growing a business rapidly through four distinct stages. The book provides valuable insights and practical advice from a seasoned entrepreneur on navigating the challenges and opportunities at each stage of business growth. Let's explore the key takeaways from each stage:
Stage 1: From zero to $1 million in revenue
- Mindset Shift: Embrace the "ready, fire, aim" mentality. Prioritize making profitable sales over perfecting your product.
- Key Questions: Identify your target audience, create a minimum viable product (MVP), set a balanced price point, and develop effective marketing strategies.
- Sales Velocity: Focus on sales velocity rather than perfection. Gain insights from customer feedback to refine your offering.
Stage 2: From $1 million to $10 million in revenue
- Innovation and Speed: Innovate rapidly and create multiple profitable products. Shift from a startup culture to one obsessed with creativity.
- Brainstorming Best Practices: Limit group size, set clear goals, nurture creativity, and take immediate action on inspired ideas.
- Ready, Fire, Aim: Evaluate new offerings using questions like economic feasibility and execution needs. Launch quickly, observe market response, and adjust course as needed.
Stage 3: From $10 million to $50 million in revenue
- Transition to Scalability: Move from scrappiness to scalability. Establish robust systems and procedures to handle growth.
- Leadership Skills: Develop skills in operations, communication, networking, negotiation, and hiring leadership.
- Founder's Role: Evolve from being deeply involved in day-to-day operations to becoming the primary visionary and marketing leader.
Stage 4: From $50 million to $100 million in revenue
- Flexibility and Choices: Decide whether to actively grow, sell privately, go public, or become chairman of the board.
- Wealth Building: Shift focus from revenue creation to wealth building. View the company as an asset and define your desired level of involvement.
- Lifestyle Choices: Explore various lifestyle options, considering retirement, advisory roles, or active investment in the company.
General Takeaways:
- Growth Requires Change: Recognize that growth means change, and what led to initial success may not suffice for the next level.
- Entrepreneurial Mindset: Rediscover the scrappy, entrepreneurial mindset when seeking continual growth.
- Total Flexibility: Prepare for flexibility in both business and life, whether through retirement, active involvement, or strategic choices.
"Ready, Fire, Aim" provides a roadmap for entrepreneurs to navigate the complexities of business growth, emphasizing the importance of adaptability, innovation, and strategic decision-making at each stage.
Stage 1: From zero to $1 million in revenue
- Mindset Shift: Embrace the "ready, fire, aim" mentality. Prioritize making profitable sales over perfecting your product.
- Key Questions: Identify your target audience, create a minimum viable product (MVP), set a balanced price point, and develop effective marketing strategies.
- Sales Velocity: Focus on sales velocity rather than perfection. Gain insights from customer feedback to refine your offering.
Stage 2: From $1 million to $10 million in revenue
- Innovation and Speed: Innovate rapidly and create multiple profitable products. Shift from a startup culture to one obsessed with creativity.
- Brainstorming Best Practices: Limit group size, set clear goals, nurture creativity, and take immediate action on inspired ideas.
- Ready, Fire, Aim: Evaluate new offerings using questions like economic feasibility and execution needs. Launch quickly, observe market response, and adjust course as needed.
Stage 3: From $10 million to $50 million in revenue
- Transition to Scalability: Move from scrappiness to scalability. Establish robust systems and procedures to handle growth.
- Leadership Skills: Develop skills in operations, communication, networking, negotiation, and hiring leadership.
- Founder's Role: Evolve from being deeply involved in day-to-day operations to becoming the primary visionary and marketing leader.
Stage 4: From $50 million to $100 million in revenue
- Flexibility and Choices: Decide whether to actively grow, sell privately, go public, or become chairman of the board.
- Wealth Building: Shift focus from revenue creation to wealth building. View the company as an asset and define your desired level of involvement.
- Lifestyle Choices: Explore various lifestyle options, considering retirement, advisory roles, or active investment in the company.
General Takeaways:
- Growth Requires Change: Recognize that growth means change, and what led to initial success may not suffice for the next level.
- Entrepreneurial Mindset: Rediscover the scrappy, entrepreneurial mindset when seeking continual growth.
- Total Flexibility: Prepare for flexibility in both business and life, whether through retirement, active involvement, or strategic choices.
"Ready, Fire, Aim" provides a roadmap for entrepreneurs to navigate the complexities of business growth, emphasizing the importance of adaptability, innovation, and strategic decision-making at each stage.
November 30, 2023
"Ready, Fire, Aim: Zero to $100 Million in No Time Flat" by Michael Masterson:
1. **Entrepreneurial Mindset:** The book promotes an entrepreneurial mindset that encourages taking action and learning through experience. Masterson advocates for a willingness to start quickly, iterate rapidly, and adjust strategies based on results.
2. **Rapid Scaling:** The "Ready, Fire, Aim" approach involves taking initial steps rapidly without overanalyzing, followed by refining and optimizing based on real-world feedback. This method is seen as a way to expedite growth and scaling.
3. **Customer-Centric Focus:** Masterson emphasizes the importance of understanding and catering to the needs of customers. He encourages businesses to prioritize delivering value to customers and adjusting strategies based on customer feedback.
4. **Marketing and Sales:** The book underscores the significance of effective marketing and sales strategies in achieving rapid growth. Masterson discusses the importance of creating compelling offers and refining marketing approaches to reach a broader audience.
5. **Cash Flow Management:** "Ready, Fire, Aim" addresses the importance of managing cash flow effectively. Masterson provides insights into financial management practices that enable businesses to sustain and accelerate growth.
6. **Building a Team:** As businesses grow, Masterson discusses the importance of building a strong and capable team. He explores strategies for recruiting, managing, and motivating a team that can contribute to the company's success.
7. **Adaptability:** The book advocates for adaptability and flexibility in business. Masterson encourages entrepreneurs to be responsive to market changes, emerging opportunities, and evolving customer preferences.
8. **Strategic Planning:** While the approach is dynamic, Masterson also discusses the importance of strategic planning. He suggests that businesses need to balance rapid action with thoughtful planning to ensure long-term success.
"Ready, Fire, Aim" provides a counterintuitive approach to entrepreneurship, challenging the traditional notion of meticulous planning before taking action. Michael Masterson's insights aim to inspire entrepreneurs to embrace agility, learn from real-world experiences, and scale their businesses rapidly.
1. **Entrepreneurial Mindset:** The book promotes an entrepreneurial mindset that encourages taking action and learning through experience. Masterson advocates for a willingness to start quickly, iterate rapidly, and adjust strategies based on results.
2. **Rapid Scaling:** The "Ready, Fire, Aim" approach involves taking initial steps rapidly without overanalyzing, followed by refining and optimizing based on real-world feedback. This method is seen as a way to expedite growth and scaling.
3. **Customer-Centric Focus:** Masterson emphasizes the importance of understanding and catering to the needs of customers. He encourages businesses to prioritize delivering value to customers and adjusting strategies based on customer feedback.
4. **Marketing and Sales:** The book underscores the significance of effective marketing and sales strategies in achieving rapid growth. Masterson discusses the importance of creating compelling offers and refining marketing approaches to reach a broader audience.
5. **Cash Flow Management:** "Ready, Fire, Aim" addresses the importance of managing cash flow effectively. Masterson provides insights into financial management practices that enable businesses to sustain and accelerate growth.
6. **Building a Team:** As businesses grow, Masterson discusses the importance of building a strong and capable team. He explores strategies for recruiting, managing, and motivating a team that can contribute to the company's success.
7. **Adaptability:** The book advocates for adaptability and flexibility in business. Masterson encourages entrepreneurs to be responsive to market changes, emerging opportunities, and evolving customer preferences.
8. **Strategic Planning:** While the approach is dynamic, Masterson also discusses the importance of strategic planning. He suggests that businesses need to balance rapid action with thoughtful planning to ensure long-term success.
"Ready, Fire, Aim" provides a counterintuitive approach to entrepreneurship, challenging the traditional notion of meticulous planning before taking action. Michael Masterson's insights aim to inspire entrepreneurs to embrace agility, learn from real-world experiences, and scale their businesses rapidly.
November 15, 2021
Top book for business and entrepreneurs.
Ready fire aim
Top priority selling selling selling selling selling stage 1
Unique value proposition
Takes different skills to grow business to different levels up to 100 Million
Primary objective is not getting rich or getting employees rich. Don’t set revenue and profit targets initially. Building an exciting, thriving, fast growing business, that will enrich their lives.
Making or selling great products
Customer oriented business long run more profitable and easier to run
Oss optimal selling strategy copy competition in beginning
80% of time sales & marketing
Learn everything possible about sales & marketing
Optimum marketing list where can lower price and have exponential results
Innovate to right of product
Creativity in groups of 3-8 people preferred 6
Write down creative ideas for creative group meetings
Creative session 1-3 hrs max
Set goals and be specific
number of ideas 5 so one would work
Type of ideas - the hot area of Market
1. Specific suggestions only
2. No specific criticism do you like it or not no why
3. Credit all ideas how can we make it better
4. Encourage meek cut windbags short
Levels
0-1 million mental pushing to sell more, how to sell more, where to find new customers
1million -5 million get everyone involved in innovation, putting out new products
1st product will be replaced natural
Teach front end and back end marketing each necessary for future growth
6-12 months change how business works in fundamental way
tolerate change new problems daily
Must embrace change to grow with the business
Brainstorming sessions tape recorded
Copywriter ad in 24hrs
Short business plan 1-4 pages
Experience for projects
When eliminating ingredients compare to original version not just copies
Singer film nyc tunnel
50 million company 3 figures max 6 direct reports
Corporate types better for larger company
Corporate types better at solving problems than increasing revenue
Ready fire aim
Top priority selling selling selling selling selling stage 1
Unique value proposition
Takes different skills to grow business to different levels up to 100 Million
Primary objective is not getting rich or getting employees rich. Don’t set revenue and profit targets initially. Building an exciting, thriving, fast growing business, that will enrich their lives.
Making or selling great products
Customer oriented business long run more profitable and easier to run
Oss optimal selling strategy copy competition in beginning
80% of time sales & marketing
Learn everything possible about sales & marketing
Optimum marketing list where can lower price and have exponential results
Innovate to right of product
Creativity in groups of 3-8 people preferred 6
Write down creative ideas for creative group meetings
Creative session 1-3 hrs max
Set goals and be specific
number of ideas 5 so one would work
Type of ideas - the hot area of Market
1. Specific suggestions only
2. No specific criticism do you like it or not no why
3. Credit all ideas how can we make it better
4. Encourage meek cut windbags short
Levels
0-1 million mental pushing to sell more, how to sell more, where to find new customers
1million -5 million get everyone involved in innovation, putting out new products
1st product will be replaced natural
Teach front end and back end marketing each necessary for future growth
6-12 months change how business works in fundamental way
tolerate change new problems daily
Must embrace change to grow with the business
Brainstorming sessions tape recorded
Copywriter ad in 24hrs
Short business plan 1-4 pages
Experience for projects
When eliminating ingredients compare to original version not just copies
Singer film nyc tunnel
50 million company 3 figures max 6 direct reports
Corporate types better for larger company
Corporate types better at solving problems than increasing revenue
September 18, 2022
Mr. Masterson (that's not his real name but his pen name, nonetheless) really didn't come up with the thesis behind this work, it's much the same as Start Small Finish Big: 15 Key Lessons to Start and Run Your Own Successful Business . This information has been out there (as well as the concept) for quite some time. I actually think the late Fred DeLuca's book is much, much better.
That said, if your overall goal is to read about a general tactic in business growth, this certainly isn't a terrible book. It's overall well written and the examples are a little tangential (but understandable) towards the newsletter publishing industry.
On the other hand, there are very bad ideas in this book, like this one:
"You can examine the hot products in stores if they are available through retail outlets. Or you can order them, look at them, and return them for refunds."
Wrong! That's committing fraud and if it's done through the mail, it's a Federal felony! I'm sure it happens but the author and editor both clearly missed something there that really shouldn't be in a mass-market book.
But if you are a grown adult who knows right from wrong, and you are looking to read up on tactics for a small to mid size business, then I suppose you could argue that some of this book could give you a new idea or two. But there are much better books out there on this tactic ( again, see my reference above from Fred DeLuca ) so I just can't recommend spending time to read it.
That said, if your overall goal is to read about a general tactic in business growth, this certainly isn't a terrible book. It's overall well written and the examples are a little tangential (but understandable) towards the newsletter publishing industry.
On the other hand, there are very bad ideas in this book, like this one:
"You can examine the hot products in stores if they are available through retail outlets. Or you can order them, look at them, and return them for refunds."
Wrong! That's committing fraud and if it's done through the mail, it's a Federal felony! I'm sure it happens but the author and editor both clearly missed something there that really shouldn't be in a mass-market book.
But if you are a grown adult who knows right from wrong, and you are looking to read up on tactics for a small to mid size business, then I suppose you could argue that some of this book could give you a new idea or two. But there are much better books out there on this tactic ( again, see my reference above from Fred DeLuca ) so I just can't recommend spending time to read it.
April 8, 2024
Not sure how many people who wrote reviews on this book had ever started any business before? I can understand where he was coming from and why his view on entrepreneurship was the way he described it. He was a CEO of a successful company in a slowly dying industry. He didn’t get to prioritize his tasks. The company eventually went belly up. He then went on to start multiple businesses.
A successful E-commerce friend of mine recommended this book when I was struggling with my own start-up. It just spoke to me right away. Only a true, struggling and money-losing entrepreneur would understand.
This book tells you a very pragmatic approach, help you prioritizing your tasks and set the course. Because there are many parties/people would tell you to do different things.
For example,
Never listen to marketing agencies are basically the best advice you would get straight away from the first chapter. in the world of 2024, this advice can save you a lot of money from all the different ads you see on the internet and content marketing pumping out from Shopify and things alike.
You could argue this his approach won’t apply to certain industries. But if you aren’t selling some life-changing medicine or quantum computers, this book would benefit you one way or another. That is basically more than 90% of the business out there.
Good luck out there
A successful E-commerce friend of mine recommended this book when I was struggling with my own start-up. It just spoke to me right away. Only a true, struggling and money-losing entrepreneur would understand.
This book tells you a very pragmatic approach, help you prioritizing your tasks and set the course. Because there are many parties/people would tell you to do different things.
For example,
Never listen to marketing agencies are basically the best advice you would get straight away from the first chapter. in the world of 2024, this advice can save you a lot of money from all the different ads you see on the internet and content marketing pumping out from Shopify and things alike.
You could argue this his approach won’t apply to certain industries. But if you aren’t selling some life-changing medicine or quantum computers, this book would benefit you one way or another. That is basically more than 90% of the business out there.
Good luck out there
December 31, 2023
I’m trying to get my business going.
Here’s my lil outline and notes/takeaway:
The four stages of entrepreneurial businesses and imma do each and every one starting NOW!
Stage one involves getting to market quickly with a "good enough" product and relentlessly focusing on sales. Perfectionism will only slow you down – be ready to launch an MVP and refine based on customer feedback.
Stage two is all about rapid innovation. Brainstorm new offerings constantly and have the agility to take action on ideas within 24 hours. Use the method of ready, fire, aim to test concepts quickly without over-analyzing.
In stage three it's time to instill order and build scalable systems and procedures. Hire professional managers and transition from startup founder into a corporate leader focused on communicating vision.
Finally, in stage four, either actively grow your business further by returning to entrepreneurial roots, take the company public, become chairman of the board, or sell the now-valuable asset for maximum wealth. By firing before we have perfect aim, we gain insights to recalibrate our efforts and accelerate growth through every stage of our business success.
Here’s my lil outline and notes/takeaway:
The four stages of entrepreneurial businesses and imma do each and every one starting NOW!
Stage one involves getting to market quickly with a "good enough" product and relentlessly focusing on sales. Perfectionism will only slow you down – be ready to launch an MVP and refine based on customer feedback.
Stage two is all about rapid innovation. Brainstorm new offerings constantly and have the agility to take action on ideas within 24 hours. Use the method of ready, fire, aim to test concepts quickly without over-analyzing.
In stage three it's time to instill order and build scalable systems and procedures. Hire professional managers and transition from startup founder into a corporate leader focused on communicating vision.
Finally, in stage four, either actively grow your business further by returning to entrepreneurial roots, take the company public, become chairman of the board, or sell the now-valuable asset for maximum wealth. By firing before we have perfect aim, we gain insights to recalibrate our efforts and accelerate growth through every stage of our business success.
This entire review has been hidden because of spoilers.
June 12, 2023
In Ready, Fire, Aim, veteran entrepreneur, multimillionaire, and best-selling author Michael Masterson presents a strategy for building and growing a profitable business. He explains that successful, multimillion-dollar businesses progress through four stages of development: launch, expand, optimize, and sustain. Each of these stages presents different challenges and objectives that entrepreneurs must prioritize to ensure continued growth and profitability.
This guide walks you through Masterson’s strategy for navigating the four stages of development, covering how to:
Align your first product or service with what customers want and effectively market it.
Generate ideas for additional products and services that increase your earning potential.
Structure your management team to handle business operations effectively.
Drive long-term growth and profitability.
Additionally, we’ll clarify his ideas with research and advice from entrepreneurs and management professionals, and we’ll provide actionable methods for implementing his suggestions in your own business.
This guide walks you through Masterson’s strategy for navigating the four stages of development, covering how to:
Align your first product or service with what customers want and effectively market it.
Generate ideas for additional products and services that increase your earning potential.
Structure your management team to handle business operations effectively.
Drive long-term growth and profitability.
Additionally, we’ll clarify his ideas with research and advice from entrepreneurs and management professionals, and we’ll provide actionable methods for implementing his suggestions in your own business.
December 12, 2022
I recently read "Ready Fire Aim" and thoroughly enjoyed it. The book offers a unique perspective on the different levels of entrepreneurial growth, and provides valuable insights and practical advice for entrepreneurs at any stage of their journey.
One of the things that I appreciated most about the book is the way it breaks down the various stages of growth, from the "ready" phase where the entrepreneur is just getting started, to the "aim" phase where they are refining their strategy and execution. The author does an excellent job of explaining the challenges and opportunities that come with each stage, and offers practical tips for overcoming those challenges and seizing those opportunities.
Overall, I found "Ready Fire Aim" to be an incredibly insightful and practical book, and I highly recommend it to any entrepreneur looking to take their business to the next level. It is definitely worth reading.
One of the things that I appreciated most about the book is the way it breaks down the various stages of growth, from the "ready" phase where the entrepreneur is just getting started, to the "aim" phase where they are refining their strategy and execution. The author does an excellent job of explaining the challenges and opportunities that come with each stage, and offers practical tips for overcoming those challenges and seizing those opportunities.
Overall, I found "Ready Fire Aim" to be an incredibly insightful and practical book, and I highly recommend it to any entrepreneur looking to take their business to the next level. It is definitely worth reading.
November 13, 2025
🚀 The Book in 3 Sentences
1. Ready Fire Aim. Geschwindigkeit ist das entscheidenste was es gibt, du musst noch schneller in der Umsetzung sein als du denkst das absolute max max Speed.
2. Verkaufen immer über das immer gleiche Verkaufssystem OSS
3. Versetze dich noch mehr in deine Kunden und versuche so Produkte zu erfinden und den Verkaufsprozess zu durchlaufen
🎨 Impressions
Gutes Buch für Mindset Themen im Bereich Umsetzung und Unternehmensaufbau
Fokus auf erstellen von neuen Produkten gefällt mir
Cool geschriebenes Buch, relativ locker zu lesen - musste einiges notieren, immer ein top Zeichen
Find a OSS, Scale it to the max, repeat
👤Who Should Read It?
Unternehmer, Gründer die sich mit Marketing + Verkauf auseinandersetzen
☘️ How the Book Changed Me
* OSS noch stärker einsetzen
* Mehr Produkte entwerfen
✍️ Quotes
* Money loves Speed
* Value only exists in the mind of the buyer
* If a product is not broken, dont fix it
September 9, 2023
Brilliant set of big and small dos and donts for your business (and also many other things you do in life). The book is divided into 4 big parts addressing startups, fast-growing business, established companies and corporations.
Key takeaways are:
- you can’t manage things the same way at a different scale levels
- always prioritise talent and attitude over skills (skills can be learned easily if the talent and the right efforts are in place)
- focus on sales and growth during the early stages
- focus on execution once you are off the ground
- focus of the processes when you run an established business
- move away into a consulting role and let your team do the work once the scale is big enough
- follow the golden rule and not the rule of gold (always!) I won’t share any more details here to keep you curious to read this great book!
Key takeaways are:
- you can’t manage things the same way at a different scale levels
- always prioritise talent and attitude over skills (skills can be learned easily if the talent and the right efforts are in place)
- focus on sales and growth during the early stages
- focus on execution once you are off the ground
- focus of the processes when you run an established business
- move away into a consulting role and let your team do the work once the scale is big enough
- follow the golden rule and not the rule of gold (always!) I won’t share any more details here to keep you curious to read this great book!
December 30, 2023
There are four stages to growing a successful business.
Stage one involves getting to market quickly with a "good enough" product and relentlessly focusing on sales. Perfectionism will only slow you down – be ready to launch an MVP and refine based on customer feedback.
Stage two is all about rapid innovation. Brainstorm new offerings constantly and have the agility to take action on ideas within 24 hours. Use the method of ready, fire, aim to test concepts quickly without over-analyzing.
In stage three it's time to instill order and build scalable systems and procedures. Hire professional managers and transition from startup founder into a corporate leader focused on communicating vision.
In stage four, grow your business.
Stage one involves getting to market quickly with a "good enough" product and relentlessly focusing on sales. Perfectionism will only slow you down – be ready to launch an MVP and refine based on customer feedback.
Stage two is all about rapid innovation. Brainstorm new offerings constantly and have the agility to take action on ideas within 24 hours. Use the method of ready, fire, aim to test concepts quickly without over-analyzing.
In stage three it's time to instill order and build scalable systems and procedures. Hire professional managers and transition from startup founder into a corporate leader focused on communicating vision.
In stage four, grow your business.
October 22, 2020
"When it comes to new, the human brain can take only a little bit of it. 80% of the old and 20% of the new is a good ratio."
"This willingness to buy non-tipping point products is what we call 'goodwill.'"
"Brainstorming is like professional basketball -- nothing really important happens until the last 5 minutes."
"Ready, fire, aim means what it says. When you have an idea that has the potential to grow your business, test it as soon as it is ready; don't fiddle with it trying to get it perfect; you can make adjustments later after you know the idea is working."
"The most obvious example of bottlenecking is in the legal compliance area."
August 20, 2021
Very, very good insight and info. Sometimes I feel like it could get a little bit too much, and this may not the best book for someone just starting out.
Rather it may be better for someone who is already at a annual revenue rate of at least $1 million, and trying to scale beyond. A business mentor of mine, who is currently at around a $3 million run rate, claims that he’s gaining soo much clarity from this book, which makes sense. Getting from $1 million to $10 million is what takes up the greatest chunk of the book.
I still can’t say that this wasn’t a necessary read though, even if I’m not at a 7 figure run rate. But you bet I’ll be rereading it when I get there.
Rather it may be better for someone who is already at a annual revenue rate of at least $1 million, and trying to scale beyond. A business mentor of mine, who is currently at around a $3 million run rate, claims that he’s gaining soo much clarity from this book, which makes sense. Getting from $1 million to $10 million is what takes up the greatest chunk of the book.
I still can’t say that this wasn’t a necessary read though, even if I’m not at a 7 figure run rate. But you bet I’ll be rereading it when I get there.
July 7, 2022
Really excellent book for entrepreneurs by a master entrepreneur. Plenty of tidbits along with big slabs of meat (I must be getting hungry).
Takes you through the four stages, from startup to multi-million dollar hugeness. It stresses the early stages, appropriately, and with an emphasis on sales to begin. He knows it's hard, but he walks you through it.
Also, management, hiring, delegating, stepping up and getting out of the way.
Nothing better than being an entrepreneur. Here's the story. Really enjoyed this useful book.
Takes you through the four stages, from startup to multi-million dollar hugeness. It stresses the early stages, appropriately, and with an emphasis on sales to begin. He knows it's hard, but he walks you through it.
Also, management, hiring, delegating, stepping up and getting out of the way.
Nothing better than being an entrepreneur. Here's the story. Really enjoyed this useful book.
March 16, 2020
Good business book for companies that sell products.
Discusses 4 stages of a companies development and provides feedback and advice for each stage
Youth - Up to $1M max 7 employees
Adolescence - $1M to $10M max 49 Employees
Adult - $10M to $50M - Need Corporate Structure here
Maturity - $50M plus. - Founder needs to shift into advisor roles.
Discusses 4 stages of a companies development and provides feedback and advice for each stage
Youth - Up to $1M max 7 employees
Adolescence - $1M to $10M max 49 Employees
Adult - $10M to $50M - Need Corporate Structure here
Maturity - $50M plus. - Founder needs to shift into advisor roles.
May 5, 2025
DNF - some really good info in here but there's a whole lot to read to get to it. Also felt like this was a very product-based business specific book which made it not very applicable to my home services business. Will likely pick it back up at a later time to try to glean some more tips that could be helpful; the juice just isn't worth the squeezing right now.
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