Masterson also recommends brainstorming often and provides a framework for a good session. Don’t worry about creating something completely new, instead look for an improvement on existing products. Current customers like your products and want to buy more, so the more products you can create the more options your customers have.Īt Stage 2 you need to foster a culture of innovation. This allows you to leverage all the customers you sold to during stage 1 on the back-end. Stage 2 is where you utilize the sales you already have to create new products as quickly as possible. As you build a customer base and move into the million dollar sales mark, your company will develop into a stage 2 business. Masterson recommends dropping your price if you have to in order to gain new customers. The more specific you can be, the better.Ī big focus in stage 1 is empowering your team around sales. Following his instructions should give you enough information about your USP to launch into marketing. Masterson then gives you a step by step formula for creating your USP (unique selling proposition) – how to create compelling copy around your product that arouses emotion by using benefits instead of features. Look at what your competitors are doing, gather information, and use that to launch a slightly improved product. To get sales you need to find the best strategy to gain customers. They are the only thing that keeps your business alive and growing. In Stage 1 sales are everything, so figure out how to prove your concept as quickly as possible. In Ready, Aim, Fire we’re guided through each stage of business and given specifics about how to take your business to the next level.
As a company progresses through the stages, there are different frameworks and focuses. Masterson breaks up building a business into four stages, based on the number of sales a company has. If you’re interested in business, you should be able to get some takeaways in a single read, though you may need several reads to fully digest it all. This book is fairly easy to digest, and does a good job of breaking down the few business concepts that are covered. This book is directed at entrepreneurs who are starting or have started their journey and have plans to create a large company. Ready, Fire, Aim by Michael Masterson Best for:
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