Chapter 4 :
10Xers are bold and innovative, but only when the evidence supports such a tactic.
This so-called empirical creativity is implemented through a policy of firing first bullets, then cannonballs. A 10X company will first test the market with a series of low-risk, low-cost innovations, essentially firing many ‘bullets’ in many directions. Once a good target has been identified they then pursue that opportunity with full force: they fire cannonballs to smash it.