Fire Bullets, Then Cannonballs: The Balance Between Discipline and Innovation
When you think of successful businesses, innovation often comes to mind as the cornerstone of their achievements. After all, isn’t constant reinvention the key to staying ahead? Surprisingly, the opposite is often true. Consistency and discipline—sticking to what works—are the foundations that make companies great.
Jim Collins, in his book Great by Choice, introduces a concept that perfectly encapsulates this idea: fire bullets, then cannonballs. This strategy is a lesson in disciplined innovation, showing how businesses can carefully experiment while preserving the tried-and-true methods that led to their success.
Let’s break down how this approach works and why it matters for entrepreneurs and business leaders.
Keep the Main Thing the Main Thing
Your business likely became successful because of one core offering—something you did consistently that brought value to your customers. Identifying this “main thing” and staying disciplined in delivering it is critical.
Yet, many entrepreneurs are tempted by new ideas or trends, chasing shiny objects instead of doubling down on what’s already proven. Why? Because exploring the new feels exciting. It’s how most business owners started—experimenting, innovating, and eventually finding a formula that worked.
But the very instinct that helped you succeed initially can lead to distractions later. Rewiring your mindset to prioritize discipline over novelty is challenging but essential for sustainable growth.
The Balance Between Discipline and Innovation
Discipline doesn’t mean you abandon innovation altogether. It simply means reallocating your resources—time, money, and attention—wisely. The key lies in experimenting cautiously and strategically. That’s where the concept of bullets and cannonballs comes in.
What Is a Bullet?
In Collins’ framework, a “bullet” is a low-cost, low-risk, and low-distraction test. It’s a way to experiment without jeopardizing your core operations. Here’s what defines a bullet:
- Low Cost: The experiment shouldn’t require significant financial investment.
- Low Risk: A failed bullet won’t derail your business or harm your reputation.
- Low Distraction: It won’t pull your team’s focus away from your main thing.
For example, if you’re thinking about launching a new product line, a bullet might be conducting a small-scale market test to gauge customer interest. By testing ideas on a manageable scale, you gain valuable insights without overcommitting resources.
Cannonballs: Scaling What Works
Once a bullet hits its target, it’s time to consider firing a cannonball. But not all cannonballs are created equal.
- Calibrated Cannonballs: These are big bets made after empirical validation. You’ve gathered enough data and evidence from your bullet tests to justify scaling up. For instance, if your market test for a new product line shows strong demand, investing in a full-scale launch becomes a calculated risk.
- Uncalibrated Cannonballs: These are big bets made without validation—an expensive gamble. Firing an uncalibrated cannonball can drain resources and jeopardize your business. It’s like placing a massive bet at the roulette table without understanding the odds.
Cannonballs, when done right, can propel your business forward. But if misfired, they can cause significant financial damage. That’s why firing bullets first is non-negotiable.
Why Uncalibrated Cannonballs Are Dangerous
Imagine a scenario where your business experiences early success but without a clear understanding of why. This lack of clarity can lead to costly mistakes:
- You might overinvest in a strategy that only worked due to temporary market conditions.
- You could launch a product based on gut instinct rather than market data.
- You might scale too quickly, only to discover later that demand was overstated.
By firing uncalibrated cannonballs, you risk depleting resources and losing focus on your core business. It’s like sinking your ship by aiming too high too soon.
The Discipline to Stick to What Works
At its core, the bullets-and-cannonballs approach is about discipline. It ensures that creativity doesn’t erode focus, and focus doesn’t stifle creativity. This delicate balance is what separates sustainable businesses from those that burn out after a brief period of success.
As an entrepreneur, the challenge lies in restraining your natural inclination to act impulsively. Here’s how you can adopt this disciplined mindset:
1. Document Your Core Recipe
Take time to define what makes your business successful. Is it your customer service, product quality, or pricing strategy? Once you’ve identified your core strengths, build systems to ensure consistency in these areas.
2. Set Clear Parameters for Innovation
Define what qualifies as a “bullet.” Establish guidelines for the time, budget, and team involvement required for experiments. This clarity helps avoid scope creep or overcommitment.
3. Use Data to Inform Decisions
When testing new ideas, gather empirical data. What does the market tell you? Are customers responding positively? Data-driven decisions help you distinguish between promising ideas and dead ends.
4. Scale Strategically
Even when a bullet proves successful, scaling should be deliberate. Consider potential risks, resource availability, and long-term viability before firing a cannonball.
Real-World Applications
Case Study 1: The Tech Startup
A SaaS company wanted to introduce a new feature to its platform. Instead of rolling it out to all users, they conducted a beta test with a small group of customers (a bullet). Based on positive feedback, they invested in a full-scale launch (a calibrated cannonball), which increased user retention by 20%.
Case Study 2: The Retailer
A local retailer considered expanding into e-commerce. Instead of building a full-fledged online store, they started by selling a limited range of products on a third-party platform like Amazon (a bullet). Once they validated the demand for their products online, they launched their own e-commerce site (a cannonball).
The Art of Balanced Leadership
The most successful leaders master the art of combining discipline with creativity. Here’s why this balance is so important:
- Too Much Discipline: Overemphasis on sticking to what works can lead to stagnation. Without innovation, businesses risk becoming irrelevant in changing markets.
- Too Much Creativity: Constant experimentation without focus can spread resources too thin and dilute your brand.
Your role as a leader is to foster an environment where both attributes coexist. Allow your team the freedom to innovate within defined boundaries, and maintain the discipline to focus on your core strengths.
The Takeaway: Fire, Then Aim, Then Fire Again
The bullets-and-cannonballs approach isn’t just a strategy; it’s a mindset. It encourages disciplined exploration while safeguarding your business’s stability. By firing bullets first, you reduce the risks associated with innovation and position yourself to scale with confidence.
Remember, success isn’t just about coming up with the next big idea. It’s about refining what already works, testing new concepts carefully, and scaling only when you’re sure.
So, the next time you feel the urge to chase a shiny new idea, ask yourself:
- Is this a bullet or a cannonball?
- Have I validated it with data?
- Will it distract from my core business?
Mastering this discipline could be the difference between fleeting success and long-term greatness.