“Bullets First, Then Cannonballs” suggests trying out ideas with small, low-risk “bullets” before investing significant resources, as shown in Apple’s iPod approach. Starting as a small product, the iPod gradually gained success, eventually leading to the creation of iTunes and revolutionizing the music sector. This method focuses on testing ideas through experiments to minimize expensive mistakes. The article stresses how instead of taking risks on unproven ideas, businesses can make a bigger impact by expanding on proven strategies through strategic, data-supported investments.