Stop for one moment & imagine this…
Imagine yourself at sea & as you look out, a hostile ship bearing down on you. You take a look at your ammo supply & You have a limited amount of gunpowder. You take all of that gunpowder and use it to fire a big cannonball, the cannonball flies out over the ocean and misses your target by 45 degrees! You turn back to look at your stockpile and discover that you’re out of gunpowder…BOOM, you’re dead!
Now, suppose instead that when you see the ship coming at you, you take a little bit of your gunpowder and fire a bullet. It misses by that same 45 degrees, you take another bullet and fire, it misses by 30 degrees. You take a third bullet and fire, this time only missing by 10 degrees. The next bullet hits…PING, right into the hull of the hostile ship! Now, you take all the remaining gunpowder and fire that big cannonball along the same line of sight… BOOM, the enemy ship sinks & you live!
Now take this concept & apply it to your business. First, you fire bullets (low cost campaigns, offers, products, etc.) to figure out what’s going to work, honing in your line of sight by taking those small shots. Then, once you have that validation that that’s the shot you need to take, you fire that cannonball (concentrating your efforts on the large campaigns, offers, products, etc.) on that calibrated line of sight!
Bottom line is calibrated cannonballs result in outsized results; uncalibrated cannonballs result in disaster.
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