‘준비-발사-조준’의 본질은 바로 아이디어에 대한 열정을 갖고 시작해야 한다는 것이다. 결과가 좋고 나쁨을 미리 말할 수 없기에 불완전한 것을 선보인 다음 판매가 되면 계속해서 개선하는 것이 좋다. 특히 소프트웨어 회사는 ‘준비-발사-조준’을 적용하는 좋은 예다. 모든 마이크로소프트 신제품의 첫 버전은 시장성을 파악하는 데 사용된다. 지속적인 업데이트와 업그레이드를 통해 소프트웨어를 더욱 유용하고 완전하게 개발한다. 초기 시장에서 참패를 맛본 패키지는 조용히 사라지고 다시는 보이지 않는다.

- 『Ready, Fire, Aim』중에서

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