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The Marketing Book Podcast: "From Impossible To Inevitable" by Aaron Ross

From Impossible To Inevitable: How Hyper-Growth Companies Create Predictable Revenue by Aaron Ross and Jason Lemkin


Aaron Ross is the #1 best-selling author of "Predictable Revenue: Turn Your Business Into A Sales Machine With The $100 Million Best Practices Of Salesforce.com" (called the "Sales Bible of Silicon Valley").

He cofounded PredictableRevenue.com, a software and consulting company that accelerates outbound sales, based on the Cold Calling 2.0 outbound process that added $100M+ in extra revenue at Salesforce.com.

He’s cofounder and CRO of Carb.io, a Pipeline Automation software company, and is also the cofounder of PredictableUniversity.com.

He graduated from Stanford University, lives in Los Angeles with his wife and 12 children (mostly through adoption), loves motorcycles, and (usually, but not always) keeps a 25-30 hour workweek.


The Host's Perspective:

As background, Aaron Ross is the #1 best-selling author of "Predictable Revenue" (also known as the "Sales Bible of Silicon Valley"). If you wanted to triple your company’s revenue in the next three years and had the chance to find out exactly how other fast-growing companies have done it, would that be of interest to you? If so, this is your book.

I realize growth like that sounds too good to be true, but the truth is that it’s a lot of work and will probably involve some change that most companies try to avoid until it’s too late.

In the book, the authors outline “The 7 Ingredients Of Hypergrowth” that their companies and others have done to create predictable recurring revenue and growth. The authors take each ingredient and break it down into specific steps to guide you through implementation. And what’s great about the 7 ingredients is that they don’t involve magic, privileges or luck. But you do have to implement them if you want to dramatically speed up your growth.

There’s not much theory in this book - it focuses just on what actually works. For me, reading the book was like drinking a big tall glass of refreshing “real world” juice. And one other thing about the book that surprised me was how inspirational it is.

Growing a business is an emotional rollercoaster and if you don’t believe that you probably haven’t grown a business. Retired Marine Corps General James “Mad Dog” Mattis once explained that “The most important six inches on the battlefield is between your ears.”  

“From Impossible to Inevitable” helps you navigate that crucial piece of the business battlefield in your head. The authors point out some of the emotional landmines that go along with growing a business and how to avoid them in order to break through and achieve hyper growth.


Listen to the Interview:


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Show Notes:

"From Impossible To Inevitable: How Hyper-Growth Companies Create Predictable Revenue" by Aaron Ross and Jason Lemkin

Book website (FromImpossible.com)

"Crossing the Chasam" by Geoffrey A. Moore

"The Challenger Customer" by Brent Adamson, Matthew Dixon, Pat Spenner, and Nick Toman (Marketing Book Podcast interview)

"The Toyota Way" by Jeffrey Liker

"Wooden" by John Wooden

"The Four Agreements" by Don Miguel Ruiz

"#AskGaryVee" by Gary Vaynerchuk

"Zombie Princess" by Tallulah Ravenscroft

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Douglas Burdett
Douglas Burdett
The Principal and Founder of Artillery, Douglas Burdett is a former artillery officer and Madison Avenue ad man. He also hosts The Marketing Book Podcast, where he interviews authors every week about the latest in modern marketing and sales.

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