Test your strategies and your assumptions with small well executed trails (bullets), then when you find what works (only then) fire canon balls. Great advice from Jim Collins.
Jim Collins’ latest book, Great by Choice is awesome.
Fire bullets, then canon balls.
This is great advice for printers who are moving into the online space. Don’t fire a canon ball (translation = invest in a huge complex system, launch with 1,000s of products, spend 2 years on implementation). Fire a series of bullets and test your assumptions with real empirical data first. (translation = try the subscription model, test with a single customer, try out a few products, learn about web analytics, monitor activity and user adoption, rinse and repeat with what you’ve learned).
Once you nail it, then scale it. (Oh and that’s anther good book)
Bullets are cheap, you can fire lots of them.
Canon balls are expensive, you might only get to fire one that doesn’t work.