From Impossible to Inevitable

About the Authors

Aaron Ross is a keynote speaker and best-selling author of Predictable Revenue. He co-founded Carb.io, a Pipeline Automation software company. Ross's previous book established him as an authority on generating consistent sales pipeline growth. His expertise lies in creating frameworks that drive predictable and scalable revenue for businesses.

Jason Lemkin is a serial tech entrepreneur and venture capitalist. He founded SaaStr.com, the largest community for SaaS entrepreneurs globally. Lemkin has invested in numerous successful SaaS companies, collectively worth over $1.5 billion. His extensive experience in building and scaling SaaS businesses has made him a respected figure in the industry.

Main Idea

From Impossible to Inevitable by Aaron Ross and Jason Lemkin provides a blueprint for achieving hyper-growth. The authors outline seven key ingredients that the world's fastest-growing companies use to sustain rapid expansion: Nail a Niche, Create Predictable Pipeline, Make Sales Scalable, Double Your Deal Size, Do the Time, Embrace Employee Ownership, and Define Your Destiny. These principles offer a structured approach to transforming seemingly impossible goals into inevitable successes.

Table of Contents

1. Nail a Niche
2. Create Predictable Pipeline
3. Make Sales Scalable
4. Double Your Deal Size
5. Do the Time
6. Embrace Employee Ownership
7. Define Your Destiny

Nail a Niche

Hyper-growth begins with focus. "When you Nail a Niche, you're not 'thinking small,' limiting your dream or permanently shrinking your addressable market. Niche here means focused. On a specific target customer with a specific pain" (Ross and Lemkin). Identifying and serving a well-defined customer segment allows companies to build a strong reputation and create tangible results, setting the foundation for scalable growth.

To Nail a Niche, the authors suggest the following steps:

• Make a List: Identify your top five to ten customers or projects based on deal size or impact. Analyze their problems and why they chose your solution.
• The Matrix: Rank your potential niches across five aspects: Popular Pain, Tangible Results, Believable Solution, Identifiable Targets, and Unique Genius.
• Choose: Select the primary opportunity to pursue and validate it through customer interviews and feedback.
• Campaign to Learn: Start a lead generation program focused on learning from the target niche.

The more focused your efforts, the easier it becomes to generate predictable and repeatable success.

"Hypergrowth doesn't come from selling many things to many markets, covering all your bases. Hypergrowth comes from focusing on where you have the best chances of winning customers, making them successful, building a reputation of tangible results and then growing from there." - Aaron Ross and Jason Lemkin

Create Predictable Pipeline

Generating a consistent stream of leads is crucial for sustainable growth. "Predictable lead generation is the lever to creating hyper-growth" (Ross and Lemkin). The authors categorize leads into three types: seeds, nets, and spears.