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The best business book I’ve ever read is Ready, Fire, Aim by Michael Masterson.

What makes it so useful is that it isn’t filled with theory. It’s practical advice from someone who actually built businesses—and three ideas from the book have stuck with me for years.

The first is simple:

Do what is already working.

Entrepreneurs and creative people love being original. But sometimes we create products nobody needs, enter markets with little demand, or spend months perfecting an idea before finding out whether anyone actually wants it.

There’s nothing wrong with originality, but if your goal is to build a business, it makes sense to study what the market has already proven.

The second principle is that every business really needs two things:

A product or service—and sales and marketing.

You can build an incredible product, but without marketing, nothing happens. I think of the product as the car and marketing as the fuel. Without fuel, the Lamborghini still sits in the garage.

And then there’s the principle right in the title:

Ready. Fire. Aim.

Get ready enough—and then do something.

Launch the offer. Run the ad. Talk to customers. Put the idea in front of real people.

Then use the feedback to improve your aim.

Too many entrepreneurs reverse this. They spend months or years aiming, refining, preparing, learning, and building before they ever fire.

But there’s another problem I ran into personally:

I understood “Ready, Fire, Aim” intellectually…but I still struggled to fire.

Because knowing you should take action and actually being able to take action are two very different things.

That’s where mindset comes in.

In this episode, I also explore:

• Why copying proven business models can be smarter than trying to reinvent everything
• Why selling a service can be one of the fastest ways to generate revenue
• Why marketing is just as important as the thing you’re selling
• How SaaS companies test demand before building the product
• Why procrastination is often a perceived cost-benefit problem
• How lateral thinking can change the way you perceive taking action
• Why the goal isn’t to force yourself into action—but to become internally inspired to act

The deeper question is:

What if the thing stopping you isn’t a lack of knowledge—but the way your mind currently perceives taking action?

That’s the work I’m most interested in.

Not more motivation. Not forcing yourself.

Changing the internal equation so action begins to feel more natural.

#ReadyFireAim #EntrepreneurMindset #BusinessBooks #BusinessStrategy #MindsetCoaching #Procrastination #TakeAction #Entrepreneurship