In the concept, “fire bullets, then cannonballs,” bullets represent small, proven ideas, while cannonballs represent huge, well-resourced hits.
- unproven ideas; proven hits.
- proven hits; unproven ideas.
- small, proven ideas; huge, well-resourced hits.
- huge, well-resourced ideas; small, proven ideas.
The correct answer is: small, proven ideas; huge, well-resourced hits.
Explanation: The phrase “fire bullets, then cannonballs” originates from James C. Collin’s book, “Great by Choice.” It underscores the importance of starting with “bullets,” which are low-cost, low-risk experiments aimed at understanding what resonates with your audience and business. After gathering sufficient data and validating the success of these experiments, one can then launch a “cannonball,” a significant investment of resources into a well-informed strategy. This ensures that every modification or optimization in strategy is data-driven, minimizing risks. The transformation of small proven ideas (bullets) into significant successes (cannonballs) is often achieved through meticulous marketing experiments, which serve as invaluable tools for both discovering new strategies and validating existing ones.
Source: HubSpot Lesson: Maximizing ROI With Marketing Attribution and Experimentation