andrew
Ready, Fire, Aim: Zero to $100 Million in No Time Flat.
Maybe a better title would have been; "Ready — Fire — Fail?"
This book has been sitting on my shelf for a few months — truthfully, forgot I had it.
Since it was time to use one of my Audible credits — and I really did not see anything else that jumped out at me, I went ahead and downloaded the audio version of Ready, Fire, Aim.
I loaded it up on my iPod, and a listening I went.
Why would I say "Ready, Fire, Fail" may be a better title for the book?
I mean come on — this book has nothing but stellar reviews at Amazon… the people who reviewed and gave it good marks (5 Stars), are well known and respected folks.
In the business world, they have all reached far higher pinnacles of success than I — and most have reached levels that I will never reach in five lifetimes (added that just for emphasis).
So… who do I think I am to speak negative about Ready, Fire, Aim?
I’m just a regular guy.
Let me be clear…I do not take issue with the entire book — only a part that could cause you to fail (or never start).
In fact, I think it is a really good book - one of the best I have read (listened to) lately. I just do not agree with everything in it.
One thing I’ve always felt a bit uncomfortable doing? — disagreeing with super successful people.
Think about it.
Michael Masterson (the author) is a millionaire many times over. He walks the talk. He is the real deal… the real McCoy… he is bonafide!
Disagreeing with people that I would consider somewhat of a "silent" Mentor — and off the chart successful — here we go, why not?
I’ve received bad advice from people before — and I’m sure I’ve given some as well.
Just because it’s in book form, or in the Sunday Papers — does not mean it’s 100% correct (Joe Jackson reference - Look Sharp).
Tipping Point Products…
In Ready, Fire, Aim — Masterson states that we must create Tipping Point products — hard to argue with this. Wish every product I created was a Tipping Point product.
If you can create Tipping Point products — success, and huge amounts of cash will soon be headed your way.
Ironically, this is the part of the book where I disagree.
If I understand him correctly — your product flow should look like this according to Masterson;
People purchase a Tipping Point product from you — they are now in your funnel, and you continue offering them more products to purchase — your backend products.
Let’s say you sold them an ebook on "How to Create eBooks"… now you offer them additional products on "How to Create Multi Media Products", "How to Create DVD Products", etc.
This is where I disagree, Tipping Point Product.
Masterson says you "first" create Tipping Point products, then you back-end with your "so so" not as great stuff.
This is one of those "DUH" moments for me in the book.
If my "lead in" product is in fact a Tipping Point product (refer to definition link above), then you can rest assured my other products will be of lessor quality.
How many of us create Tipping Point products?
I’m talking products like the iPod… Hush Puppy Shoes… Starbucks, etc.
I never have.
If I create a Tipping Point product — it will be pure luck (can you say pet rock).
Here is a more realistic flow;
I tossed in a Tipping Point product in the hopes you might create one some day — but don’t wait on that day to start selling other products.
This is a real world flow — one where you create products people want — one where you are not stuck on step number one in an attempt at creating a Tipping Point product.
Maybe Masterson can lead or start off with Tipping Point products… but you and I?
Lets just say I hope you do not wait until you have created a Tipping Point product to begin selling other products you have — if you do, you’ll go broke.
Maybe I’m way off base?
I could have totally misunderstanding what he said.
After all… everything else in the book was really well done and seemed pretty much on target (in my opinion).
But I don’t think I did.
If I did — let me know.
Because after listening to the audio book — referring to the actual printed version — I was left with the thought (or impression) that you have to create Tipping Point products in order to be successful.
This simply is not so — and Masterson gives examples in his book where he proved this point himself.
That’s it… I prefer not to disagree with Michael Masterson any more than I have already (him being who he is — celebrated author and bonafide real deal)…
… and I sure hope you enjoyed reading my "Tipping Point" post 
~~~~~~~~~~~~~~~~~ Added After Original Post ~~~~~~~~~~~~~~~~~~~
Short excerpt from the Ready, Fire, Aim audiobook on creating a Tipping Point product.
Other Sites Discussing Ready, Fire, Aim: Zero to $100 Million in No Time Flat;
- Ready, Fire, Aim - Or, Get Your Priorities Right!
- Ready, Fire, Aim
- Hot List: The BusinessWeek Best Seller List, Feb. 2008
- Here’sa Good Idea: Profit From the Next Wave of Info-Publishing
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This fits in with my model (and reality) — something most of us can do.
But, if you can create Tipping Point Products… you should do that.
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{ 5 comments… read them below or add one }
Andrew,
Wouldn’t a “Tipping Point” Product require a pretty careful “Aim” of your market?
If you’re off “Firing”, how can you be tuned into what your market really wants?
So, is Masterson contradicting the very title of his book?
I enjoy Masterson’s Early to Rise, have read his Automatic Wealth, but not Ready, Fire, Aim…
I agree, he’s super successful and shares great insights, but I agree with you on this one.
Walt
Walt Goshert’s last blog post..Best-Kept Marketing Secrets
Hey Walt… I think his base premise is people spend so much time "aiming" — they fail to FIRE.
So instead of spending so much time trying to create the perfect product — just put it out there and improve it as you go.
He used Windows and other products as examples.
Launch them — release fixes — but get them into the market. This is actually a part of the book I agree on — having spent so much time "aiming" myself — I’m am expert Aimer
Since you have not read the book, I know you are commenting on my perception — puts you at a disadvantage for sure.
What’s worse — what if I’m wrong?
Thanks for the comment — something I did not think about.
Andrew,
Now that I have read your post I am actually going to read the book this book. A friend sent it to me a few weeks ago because the title reminded him of a story that I used to tell at Strategic planning seminars.
In the wild west days there were two schools of thought on the quick draw. One was to draw, take aim and fire. The other was to draw a snap a shoot in your opponents direction just to get them thinking. Then work on your aim with each succeeding shot.
A book written in the late 1890’s studied reports of various famous gun fights and concluded that most of the people who lived practiced the second method.
The moral was that taking action was the only way to save your skin. You can always adjust as you go along. You seldom know where the tipping point is until you have already tipped.
Eric’s last blog post..Renewal HGH Original HGH Review
Hi Andrew
Your article reminds of of a saying by Mike Lipman “You dont’t have to get it right, you just have to get it going.”
Like you say if we waited until we created the tipping product … many of us, would never get the first out there. In this case, I think your flow chart appeals more to me anyway, unless of course, we can expect that every product is a tipping product - lol.
AnneMarie Callan’s last blog post..How To Use Internet Marketing To Eliminate Your Debts Challenge
Added an excerpt from the Ready, Fire Aim audiobook — somewhat supports what I was saying in my post.
Like I said — great book… just not sure most people can create tipping point products as their front end product.
Typically, most product developers create low cost front end “get to know me” products first — most would not qualify to be tipping point.
Hey Eric… I totally agree with that part — keep firing and adjust your aim as you go.
That is the way I feel AnnMarie… just like this blog — if I waited for it to be a “tipping point” blog before I shared it with the world — I’d never tell a sole about it.