Ready, Fire, Aim by Michael Masterson

Read the full post at - Ready, Fire, Aim by Michael Masterson Back when I was a freshman in college, I picked up Ready, Fire, Aim by Michael Masterson (a pen name) while falling down a very specific rabbit hole — the world of 1980s South Florida hustle-culture business people. Mail order, media, direct response marketing. Not exactly the role models section of a business school syllabus. But it’s one that I picked up – and stuck with me. But that subculture gets one thing profoundly right. And it’s the same thing that the lean startup crowd and Silicon Valley eventually repackaged for a new generation. The Core Idea If you’re reasonably sure about a business idea — or the whole self-employment thing in general — there is an enormous world of things you don’t know that you don’t know. The only way to find out what those things are is to just do the thing. Get a client. Ship a product. Try to make one sale. Make the pitch. Because here’s what happens when you do: you fail. Or at least…