There’s a good book called “Good to Great”. In it they point out that loads of companies get started, many get to a sustainable profitability, but only a few break out and become really big. So, they checked into what could be learned from the breakouts.

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Most of them run small experiments and then scale. They refer to it as “Fire bullets, then cannonballs”. Basically, try something small, see if it makes money. Refine it and try it a little bigger. Refine it and try it a little bigger. Once you’ve got the process down and you know you’ve got a winner, fire the big cannonball and go all in.