Or so says Michael Masterson. In his new book, Ready, Fire, Aim: From Zero to $100 Million in No Time Flat" he says:
"Nothing matters more than selling. Many first-time entrepreneurs have the impression that they are doing things in a logical order when they look for the perfect office space, have logos designed, and order a lot of inventory. The reality is they are wasting valuable resources on secondary and tertiary endeavors. If no one is going to buy what you want to sell, you’ve just wasted a bunch of money on a business that will never be."
Masterson’s book identifies four stages of a business (infancy, childhood, adolescence and adulthood) and points out the unique characteristics of each – with its own unique problems, challenges and opportunities. He asserts that with the information in Ready, Fire, Aim, any investor, business owner, or employee can recognize these stages and see how to move their business to the next level.
The book includes the three-step process that entrepreneurs should (but often don’t) follow in order to build a successful business.
Step one: Get the product ready enough to sell, but don’t worry about perfecting it. (Ready)
Step two: Sell it. (Fire)
Step three: If it sells, make it better. (Aim)
Masterson also takes on some of the biggest myths about starting and growing businesses, providing in-depth insights and expert advice based on his real-life experience growing dozens of multi-million dollar businesses over the past two decades.
The author introduction makes a bold promise:
"If you don’t have your own business but are thinking of starting one, this book is for you. If you have a new business but can’t get it to grow, you’ll know how after you read this. If your business is already pretty large but has hit a plateau, don’t worry. There are answers here for you. If your business is great but you are working too much, you can breathe easy. You are reading the right book. The answers are here."
While it may not be quite that cut and dried…I found the book to be very thought-provoking and practical. As you know, I don’t enjoy business books that don’t help me actually apply what I am reading and learning. I found myself asking some tough questions about my own business as I was reading. I spotted some definite areas that could use some tweaking and will start to do a few things differently as a result.
My own valuation of a book is….did I learn something I can apply that will improve my business in a tangible and significant way? If so, the book was well worth the 2 hours I invested.
This book was well worth the two hours. I think you’ll agree.