I grew up in the country in Indiana. Our neighbor had a large open field behind his house.
It was in this field I learned trap shooting.
For those of you unfamiliar with this Olympic sport, you are given a shotgun and clay frisbees (known as “clay pigeons”) are tossed up on the air by a machine.
Your job is simple: shoot the clay pigeon out of the air.
If it breaks, you have a hit. If it lands on the ground in one piece, you missed.
There’s a really important principle that separates people who do well in the sport from those who don’t.
You have to shoot where the target is going.
Even though you’re literally shooting a gun and the ammo is moving really fast, you still need to anticipate where the target is going to be. You still need to aim ahead. Often times, far ahead.
I’ve coached dozens of new shooters. The number one problem is shooting behind the target.
And this is true in business. I work with a lot of companies that are marketing behind their business.
What do I mean by that?
Simple: their ambition is to grow by 10x, but they recoil at spending 5% of their budget on marketing.
You can’t expect 10x growth and spend only 5% of your money and energy on growth.
That’s not how it works.
I see companies that hesitate to spend 2% on growth, but then wonder why they aren’t seeing huge, hockey-stick expansion in their business.
If you’re wanting to experience 10x growth, you should be putting massive resources into growth now.
Why? Because growth and marketing isn’t a minimalist strategy. You don’t want to minimize the amount of resources you throw at it. You want to maximize the amount of resources you put into it.
That doesn’t mean you waste money. You should hold your dollars accountable. You should measure what’s working and do more of it.
And if a campaign isn’t working? Kill it.
But then put those resources to work somewhere else.
Whether you want to grow 10x next year or 10% next year, you need to be putting resources into growth that will get you to that level.
Market for the growth you want to achieve. Don’t aim behind your business.
Aim for where the target is going. That’s the only way you’ll hit it.
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