From Impossible To Inevitable: How Hyper-Growth Companies Create Predictable Revenue ハードカバー – 2016/2/8
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Impossible Goals, Inevitable Successes
Why are you struggling to grow your business when everyone else seems to be crushing their goals? If you needed to triple revenue within the next three years, would you know exactly how to do it? Doubling the size of your business, tripling it, even growing ten times larger isn’t about magic. It’s not about privileges, luck, or working harder. There’s a template that the world’s fastest growing companies follow to achieve and sustain much, much faster growth.
From Impossible to Inevitable details the hypergrowth playbook of companies like the record-breaking Zenefits (which skyrocketed from $1 million to $100 million in two years), Salesforce.com (the fastest growing multibillion dollar software company), and EchoSign—aka Adobe Document Services—(which catapulted from $0 to $144 million in seven years). Whether you have a $1 billion or a $100,000 business, you can use the same insights as these notable companies to learn what it really takes to break your own revenue records. For instance, one of the authors shows how he grew his income from $67,000 to $720,000 in four years while maintaining a 20-30 hour work week and welcoming a new child—nine times.
This book shows you how to surpass plateaus and get off of the up-and-down revenue rollercoaster by answering three questions about growing revenue to tens times its size:
- Why aren’t you growing faster?
- What does it take to get to hypergrowth?
- How do you sustain growth?
This powerful, effective book provides a template for you to kick off your biggest growth spurt yet. This template includes The 7 Ingredients Of Hypergrowth:
- You’re not ready to grow until you Nail a Niche.
- Overnight success is a fairy tale. You’re not going to be magically discovered. You need sustainable systems that Create Predictable Pipeline.
- Growth exposes your weaknesses and it will cause more problems than it solves—until you Make Sales Scalable.
- It’s hard to build a big business out of small deals. Figure out how to Double Your Dealsize.
- It’ll take years longer than you want, but don’t quit too soon. Make sure you can Do the Time.
- Your people are renting, not owning their jobs. Develop a culture of initiative, not adequacy by Embracing Employee Ownership.
- Employees, you are too accepting of “reality” and too eager to quit. You can Define Your Destiny to make a difference, for yourself and your company, no matter what you do or where you work.
The authors take each ingredient and break it down into specific steps to guide you through implementation. From Impossible to Inevitable helps you take impossible goals and turn them into inevitable successes for your business and team. You will achieve success even bigger than you can imagine from where you’re sitting today.
AARON ROSS (@motoceo) is married with 12 children (mostly through adoption), loves motorcycles, and keeps a 25-hour workweek. He's a popular keynote speaker and the best-selling author of??Predictable Revenue,??called "The Sales Bible Of Silicon Valley." Aaron cofounded the software company??Carb.io.
JASON LEMKIN (@jasonlk) founded SaaStr.com, the largest community of SaaS founders on the planet,??and has invested in SaaS companies worth collectively in excess of $1.5 billion. Jason was CEO of EchoSign, and led it from $0 to $100 million+ in revenues and a sale to Adobe. He is married with two kids, runs every single damn day, and loves anything related to Hawaii.
What isn't immediately obvious if you haven't done it before is that around $1M ARR (or whenever you have proven p/m fit) your business needs to change dramatically. It is so counter-intuitive that nearly every single first-time founder struggles with this for at least a year and usually more. And I completely understand why: you've done the impossible to get your startup to this phase, and it should be heartily celebrated, but now that you're there it's time to scale and execute in a fashion that you couldn't have been doing before (and shouldn't have been trying until you hit the right stage).
The truth known by successful founders and real operational experts is that after product/market fit the best move is rapid acceleration to carve out your market share. If you try to stick to what you've done to get here you will be eclipsed by your competition down the road. That means spinning up a productive revenue team as fast as possible and nailing it the first time around.
To do this you'd typically need to hire expensive, because the folks that have done $1-10M repeatably just know what they are worth in the market. Achieving escape velocity isn't easy but it yields huge exits, so the people who contain the experienced based knowledge -the playbooks- well they're priced appropriately.
I'd argue that this book isn't priced appropriately. The value within is phenomenal and I wish it had been released years ago so I didn't have to spend so much of my career learning this first-hand in the trenches. If you know a friend or relative that is working inside a growth stage startup or considering launching one of their own do them a kindness and order them this book. No other title does as much to clearly articulate the secret playbooks behind a successful revenue team.
PS - I bought both the audiobook and the hardcover. Aaron narrates the audiobook himself. He is articulate and funny. It turned my commute into a learning session.
Fortunately I got to read it just before launching a new product and got my team to review many of the subjects shown on the book.
Afterwords we realized how much we'd have done wrong if we didn't decide some issues about growth before going to market.
Great and simple cases about nailing a niche clarified us about where to start in a small pond, and grow bigger in it, before aiming to a bigger one and be just another small fish in a big pond.
FITI was a just a fun, authentic read you only get from people who've done it, not just studied it ;)
There's lots of stuff I liked but probably my favourite parts were the seeds, nets & spears analogy; the motivation-agitation matrix; and the letters written from the perspective of employee, executives and board (that was novel, and it's amazing what difference it makes when people simply understand where others are coming from).
Best of all was the roadmap format. This month we finish prototyping & validating our MVP within our network, and I know the next step is generating leads outside our network while we close those opportunities from inside it. So the book did what I hoped, which is telling me what things I need to action now, in what order, to stay a few steps ahead.
- Chris McKenzie, Director, Gekko Analytics