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From Impossible To Inevitable: How Hyper-Growth Companies Create Predictable Revenue Hardcover – February 8, 2016
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From the Inside Flap
Do you want to predictably double, triple or 10x your revenue growth?
In From Impossible To Inevitable, serial entrepreneurs and business growth experts Jason Lemkin and Aaron Ross show you how to break business plateaus and get off the up-and-down revenue rollercoaster. This book shows you how to answer the questions. 1) Why aren't we growing faster? 2) What does it take to get to hyper-growth? and 3) How do we sustain it?
In this systematic growth manual, the authors outline a template that the world's fastest growing companies follow to achieve and sustain much, much faster growth. Discover how companies like Zenefits, Salesforce.com, and EchoSignaka Adobe Document Servicesrose to impossible heights and skyrocketed to become 9-figure companies in record time.
Businesses of all sizes, from small to Fortune 100, have found "The 7 Ingredients of Hypergrowth" (and the associated 7 Painful Truths) invaluable. Step by step Lemkin and Ross walk you through the hyper-growth template to show you how to break revenue records:
1. You're not ready to grow . . . until you Nail A Niche.
2. Overnight success is a fairy tale. You're not going to be magically discovered, so you need sustainable systems that Create Predictable Pipeline.
3. Speeding up growth creates more problems than it solves. Things will actually get worse until you Make Sales Scalable.
4. It's hard to build a big business out of small deals . . . so figure out how to Double Your Deal-size.
5. It'll take years longer than you want . . . don't quit too soon or let a Year Of Hell discourage you. Be prepared to Do The Time.
6. Your employees are renting, not owning their jobs. Embrace Employee Ownership to develop a culture of taking initiative beyond a job description.
7. If you're an employee, you're letting frustrations stop, not motivate, you. Stop waiting for someone else to fix it, and turn your frustrations to your advantage to Define Your Destiny.
From the Back Cover
PRAISE FOR FROM IMPOSSIBLE TO INEVITABLE
"If I'd have had this book at my last company, we would have scaled 4x faster. Aaron Ross and Jason Lemkin have brought to the masses what only a few extreme experts have been able to figure out. I get asked all the time from people, 'What should be the next book I read?'…this is it. Don't think twice, just get it, devour it and do it."
Bubba Page, CEO, QuotaDeck
"Aaron and Jason, I don't want to freak you out like 'who is this weirdo,' but you are so awesome that I'd rather meet you in person than anyone famous like Tim Ferriss, James Hetfield or Richard Branson! In your new book, my favorite sections were how to implement Customer Success and Nail A Niche. Plus, the case studies, with real world examples and specific tactics, made this book invaluable."
Loren Yadeski, COO, Crimcheck
"In the 'Do The Time' part of the book, Aaron and Jason brilliantly illustrate a message that entrepreneurs and everyone need to hear, see and feel: success is not overnight. It takes brutal hard work but, in the end is worth it."
Mark Roberge, CRO, Hubspot and Author, The Sales Acceleration Formula
"We used the 'Nail A Niche' ideas to grow to our first $2 million on inbound leads alone, by hyper-focusing on a specific problem: re-using social existing media content."
Laura Roeder, Founder, MeetEdgar.com
"Jason and Aaron clearly laid out for me which tactics to use for early stage funnel building versus accelerating pipeline conversion, to avoid wasting my marketing spend and energy. This book offered me plenty of hands-on details to put these concepts into action."
Lucia Marchese, SVP Global Marketing, SunGard
"As an employee, reading the section on 'Embracing Employee Ownership' was dead on. I used to think my boss was a jerk. But after reading this section, I realized he wasn't. He was trying to help me out and challenge me to do my best here. I've been a complainer, but this section changed my whole perspective."
Chelsea Sanchez, Sales, Agility Recovery
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Top Customer Reviews
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.
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
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.
What I like most about this book is that it is so much different than any other business book I've read and the reason for that is the advice is from two people who have "been there done that". There's no advice in this book that Aaron or Jason haven't gone through themselves and seen success with. It goes through what it really takes to successfully build a fast growing SaaS company.
Aaron doesn't provide advice that he hasn't implemented, this book isn't about a single topic on a certain part of growing a company, but the entire process. The sales accomplishments that Aaron achieved at Salesforce is outlined in detail based off his EXPERIENCES. Jason grew his company (and is still growing) and also shares his advice on what made things successful.
But most of all I love how they outline not only the things you HAVE to do, but the MISTAKES they've made and how to avoid them. These two have put their collective knowledge of growing a business from zero to millions based on their real world experiences. This books lets you learn from their mistakes so you don't have to and their wins so you can get their faster.
To really put it plainly, this book can help save your company millions of dollars. Seriously. Hire a bad VP Sales? Welp, their goes your Q1 and potentially worse. Price your product too low? Welp, you're missing out on millions potentially. Having a bad year? Yes that really happens but you're not the only one this happens to. This book covers the hard topics that you can really only learn from people who have "been there and done that". Aaron and Jason are true examples of those that have struggled, won, and put their collective experiences together in one book that basically is the new bible for SaaS companies to grow in my opinion.
If you're thinking of implementing an outbound sales strategy, you need to start here first.
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