Ready, Fire, Aim Book Review

ready, fire, aim

I’ve done a few business book reviews in the past, but since my declaration that reading is sexy – here is my first in-depth book review. The title in question is Michael Masterson’s Ready, Fire, Aim: Zero to 00 Million in No Time Flat00 Million in No Time Flat (Agora Series).

Who is this book for? The book is written based on the information publishing industry, but goes into physical products and retail. This is probably not the best book for you if you are a service provider who plans to stay in the service business model.

I’ll dive deeper into what I learned from Ready, Fire, Aim after this video book review…

Ready, Fire, Aim Book Review

Click here to get Ready, Fire, Aim on Amazon.

Building a Million Dollar Business

Michael breaks down the 4 stages of an entrepreneurial business into the following:

  • Stage 1: From $0 to $1 million in revenue
  • Stage 2: From $1 to $10 million in revenue
  • Stage 3: From $10 to $50 million in revenue
  • Stage 4: From $50 to $100 million in revenue

He also explains that you can see the stages play out based on the number of employees or team members in your business.

Now, if you’ve been hanging out in similar online business circles as I have, you probably wonder at these numbers. I mean, everyone talks about making 6 figures as the sign that you’ve “made it”.

After that, the million dollar mark is the next step, or what most of the people I talk to would consider stage two. Very little is said about going up to $10 million and beyond.

Here’s the thing: it doesn’t matter how much you want to grow your business or what revenue goals you have. Ready, Fire, Aim is the book that will help you recognize what you need to focus on to improve your business.

Ready, Fire, Aim Approach

The big idea behind the book is that we should not spend too much time readying ourselves and aiming, when we can get something out there to see if it works or not.

This is something I often talk about in my launch training webinars.

It applies to every aspect of your business, but most importantly to finding out your optimum selling strategy.

In the first stage of business growth, according to Michael Masterson, your main objective is to figure out how to sell what you have to offer.

Pretty simple right? It helps get cash-flow in your business and fine tunes your sales skills. (Whether that means in person sales, writing copy, filming videos, etc.)

Once you’ve hit the target…

Once you’ve used the Ready, Fire, Aim technique and hit the mark with your selling strategy, it’s time to expand on it. So if you’ve been able to develop a best selling product, it is then time to expand into other products.

The caveat here is that you want to have explored all the opportunities to sell your first product to new markets before you start creating new products. This can be a tricky thing for idea-happy entrepreneurs (myself included).

Why you need to read Ready, Fire, Aim

I believe that we need new perspectives in business. Especially when it comes to online business, where we really feel the echo chamber effect.

So if you’re ready to think bigger about your business, and look at different models then you will get a lot out of reading Ready, Fire, Aim by Michael Masterson.

Until next week…

I’m putting together more get techy videos for you, and if you enjoyed this book review there are more coming! Never miss an episode, sign up here for more.


  1. Jason Fonceca on February 18, 2012 at 9:36 pm

    Great post, Nathalie! Thanks so much for the review. I’ve been considering reading this book for a while ! (I’m not sure if now I don’t have to, or if I should more than ever :P)

    I spent most of my life in Ready, Fire, Aim and it got me a massive portfolio, 11 failed business, homeless (twice), arrested (falsely), lost all my possessions.

    I also got to get clear on who I really am, what I stand for, and meet Chris Guillebeau, Neil Pasricha, YOU and share cupcakes.

    Anyway, to me it seems that there’s a time and place.

    For someone at home with risk and uncertainty, who leans toward Ready, Fire, Aim, the flipside of well-thought-out strategic planning is a benefit.

    For someone who tends to be comfort-zone focused, Ready, Fire, Aim is super-helpful.

    2 cents!

    • NathLussier on February 19, 2012 at 3:22 pm

      @Jason Fonceca Hey Jason! Thanks for sharing your story around Ready, Fire, Aim. I think there’s definitely a potential for firing a bunch of times and not finding the target… In those cases it’s important to be able to take a step back and maybe get ready all over again.

      I have to say that Ready, Fire, Aim is more for people who would spend years planning and never start. So if you’ve already taken massive action, then maybe you need more help on the planning side. :)

      • Jason Fonceca on February 20, 2012 at 4:26 pm

        @NathLussier Yep, that’s exactly what I was getting at :) Thanks Nath :D