{"id":36216,"date":"2021-04-30T06:51:00","date_gmt":"2021-04-30T10:51:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=36216"},"modified":"2021-06-02T15:36:06","modified_gmt":"2021-06-02T19:36:06","slug":"bullets-before-cannonballs","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/bullets-before-cannonballs\/","title":{"rendered":"Bullets Before Cannonballs: Innovation in Small Doses"},"content":{"rendered":"\n<p>What is the &#8220;bullets before cannonballs&#8221; approach to innovation? What are the three characteristics of a good bullet, according to Jim Collins?<\/p>\n\n\n\n<p>The &#8220;bullets before cannonballs&#8221; is a concept developed by Jim Collins to describe an empirical approach to business innovation. A bullet can be a new product, service, technology, process, or even an acquisition, as long as it has the following characteristics: 1) it doesn&#8217;t cost much, 2) it has minimal consequences, and 3) it doesn&#8217;t disrupt the enterprise.<\/p>\n\n\n\n<p>Keep reading to learn about the &#8220;bullets before cannonballs&#8221; approach to innovation.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\">Firing Bullets Before Cannonballs<\/h2>\n\n\n\n<p><strong>When deciding on new products or services to introduce, the research shows that <a href=\"https:\/\/www.shortform.com\/blog\/10x-companies\/\">10X companies<\/a> tend to take a \u201cbullets before cannonballs\u201d approach, relying on empirical data to back up innovation. <\/strong>They first fired off \u201cbullets,\u201d testing and experimenting to see what they hit. Once they\u2019d gathered convincing data, they brought out the big guns. They concentrated all their firepower into \u201ccannonballs\u201d that were calibrated for success, aimed in the direction that bullets had shown to have the greatest potential.&nbsp;<\/p>\n\n\n\n<p>In contrast, comparison companies fired uncalibrated cannonballs straightaway. These big bets, lacking empirical data to back them up, depleted resources and left the comparison companies vulnerable in times of trouble.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Example: In 1968, Southwest\u2019s comparison company, PSA, went all out when they aimed to be a one-stop-shop for travelers, launching a program called \u201cFly-Drive-Sleep.\u201d Instead of testing the concept by buying just one hotel and partnering with a rental-car company (firing bullets), they took out long-term leases on hotels and bought a rental-car company, expanding fast (firing an uncalibrated cannonball). The cannonball missed its mark and PSA suffered losses year after year. After that, PSA fired uncalibrated cannonball after uncalibrated cannonball, hoping one would hit the mark: They acquired jumbo jets, they tried launching a joint venture, they went into oil and gas exploration. However, they were also plagued with issue after issue, from an oil embargo to a recession to lawsuits and workers\u2019 strikes. It all proved to be too much and by 1986, they were taken over by US Air.<\/li><\/ul>\n\n\n\n<p>It\u2019s never a good idea to fire an uncalibrated cannonball, whether it hits the mark or not. If it fails, then it may leave you vulnerable to an ever-changing world. If it succeeds, then it may encourage you to keep recklessly firing uncalibrated cannonballs. Neither is it a good idea to simply fire bullets without following through with a calibrated cannonball\u2014your company won\u2019t do anything great that way. Do what 10Xers do and fire bullets first to see what works, then fire a cannonball. Forget about any bullets that weren\u2019t shown to hit anything worthwhile. Better to have a field of misfired bullets than an uncalibrated cannonball that can cause irreparable damage.<\/p>\n\n\n\n<p>It\u2019s worth noting that comparison companies weren\u2019t the only ones to launch uncalibrated cannonballs\u2014even 10X companies made mistakes. The difference was that comparison companies tended to try to salvage the situation by firing another cannonball, while 10X companies quickly learned their lesson and went back to firing bullets.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Characteristics of a Good Bullet<\/strong><\/h3>\n\n\n\n<p>A bullet can be any new element that you introduce into the business (e.g. a product, service, a function or department, etc.) as long as it has these three characteristics:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li><strong>It doesn\u2019t cost much. <\/strong>Take note that low cost is relative to the enterprise. What doesn\u2019t cost much for a billion-dollar company will likely be too much for a startup.&nbsp;<\/li><li><strong>It has minimal consequences. <\/strong>A good bullet doesn\u2019t expose a company to much risk\u2014if it doesn\u2019t work, the company won\u2019t suffer.&nbsp;<\/li><li><strong>It doesn\u2019t disrupt the enterprise. <\/strong>The bullet might entail a lot of work from a person or a group of people, but it shouldn\u2019t distract the whole company.<ul><li>Example: Whenever Biomet made a new acquisition, they made sure that their balance sheet would remain strong. These acquisitions, or bullets, thus met the three criteria. Meanwhile, their comparison company, Kirschner, made big, risky acquisitions that left them heavily in debt. Kirschner eventually sold out to Biomet.&nbsp;<\/li><\/ul><\/li><\/ol>\n\n\n\n<p>Sometimes, you don\u2019t even have to fire your own bullets\u2014you can learn from what others have done.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Example: <a href=\"https:\/\/www.shortform.com\/blog\/southwest-airlines-marketing-strategy\/\">Southwest Airlines<\/a> was a self-proclaimed copycat of PSA. They replicated in Texas what PSA did in California, mimicking everything from the operation manual to the culture. But Southwest came out on top by sticking to their <a href=\"https:\/\/www.shortform.com\/blog\/20-mile-march\/\">20 Mile March<\/a> and continuously firing bullets before cannonballs.<\/li><\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Example of a 10X Company That Innovated the Right Way<\/strong><\/h4>\n\n\n\n<p>Amgen wanted to find the best application of recombinant-DNA technology, so they:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Fired bullets<\/strong>\u2026 They tried a dozen different applications for recombinant-DNA technology, from a Hepatitis-B vaccine to a chicken growth hormone to a bioengineered dye for blue jeans.<\/li><li><strong>&#8230;then fired a calibrated cannonball<\/strong>. Among the bullets, erythropoietin (or EPO, which stimulates the production of red blood cells) was the most viable. Once Amgen was satisfied with the empirical data, they fired a cannonball: They funneled resources into rolling out EPO.<\/li><\/ul>\n\n\n\n<p>Amgen scored a huge win with EPO, as it went on to become the first billion-dollar bioengineered product in history.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Exercise: Innovate Like a 10Xer<\/strong><\/h3>\n\n\n\n<p>10Xers increase their chances for success by using empirical data to back innovation.<\/p>\n\n\n\n<p>Think about cannonballs that you\u2019ve fired. Which ones were calibrated, and which ones were uncalibrated?<\/p>\n\n\n\n<p>What were the results of firing calibrated cannonballs?&nbsp;<\/p>\n\n\n\n<p>What were the results of firing uncalibrated cannonballs?<\/p>\n\n\n\n<p>Reflect on your uncalibrated cannonballs. What kind of bullets could you have fired to determine if you were on the right track?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is the &#8220;bullets before cannonballs&#8221; approach to innovation? What are the three characteristics of a good bullet, according to Jim Collins? The &#8220;bullets before cannonballs&#8221; is a concept developed by Jim Collins to describe an empirical approach to business innovation. A bullet can be a new product, service, technology, process, or even an acquisition, as long as it has the following characteristics: 1) it doesn&#8217;t cost much, 2) it has minimal consequences, and 3) it doesn&#8217;t disrupt the enterprise. Keep reading to learn about the &#8220;bullets before cannonballs&#8221; approach to innovation.<\/p>\n","protected":false},"author":7,"featured_media":3783,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,30],"tags":[297],"class_list":["post-36216","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-work","tag-great-by-choice","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Bullets Before Cannonballs: Innovation in Small Doses - Shortform Books<\/title>\n<meta name=\"description\" content=\"The &quot;bullets before cannonballs&quot; is a concept developed by Jim Collins to describe an empirical approach to business innovation. Learn more.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shortform.com\/blog\/bullets-before-cannonballs\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Bullets Before Cannonballs: Innovation in Small Doses\" \/>\n<meta property=\"og:description\" content=\"The &quot;bullets before cannonballs&quot; is a concept developed by Jim Collins to describe an empirical approach to business innovation. Learn more.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/bullets-before-cannonballs\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2021-04-30T10:51:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-06-02T19:36:06+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/11\/art-of-war-philosphy2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"898\" \/>\n\t<meta property=\"og:image:height\" content=\"639\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Darya Sinusoid\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Darya Sinusoid\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/bullets-before-cannonballs\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/bullets-before-cannonballs\/\"},\"author\":{\"name\":\"Darya Sinusoid\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/0421cce75bc249b11e2517b3a91f9c46\"},\"headline\":\"Bullets Before Cannonballs: Innovation in Small Doses\",\"datePublished\":\"2021-04-30T10:51:00+00:00\",\"dateModified\":\"2021-06-02T19:36:06+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/bullets-before-cannonballs\/\"},\"wordCount\":945,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/bullets-before-cannonballs\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/11\/art-of-war-philosphy2.jpg\",\"keywords\":[\"Great by Choice\"],\"articleSection\":[\"Business\",\"Work\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/bullets-before-cannonballs\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/bullets-before-cannonballs\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/bullets-before-cannonballs\/\",\"name\":\"Bullets Before Cannonballs: Innovation in Small Doses - Shortform Books\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/bullets-before-cannonballs\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/bullets-before-cannonballs\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/11\/art-of-war-philosphy2.jpg\",\"datePublished\":\"2021-04-30T10:51:00+00:00\",\"dateModified\":\"2021-06-02T19:36:06+00:00\",\"description\":\"The \\\"bullets before cannonballs\\\" is a concept developed by Jim Collins to describe an empirical approach to business innovation. Learn more.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/bullets-before-cannonballs\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.shortform.com\/blog\/bullets-before-cannonballs\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.shortform.com\/blog\/bullets-before-cannonballs\/#primaryimage\",\"url\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/11\/art-of-war-philosphy2.jpg\",\"contentUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/11\/art-of-war-philosphy2.jpg\",\"width\":898,\"height\":639},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.shortform.com\/blog\/bullets-before-cannonballs\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.shortform.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Bullets Before Cannonballs: Innovation in Small Doses\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\",\"url\":\"https:\/\/www.shortform.com\/blog\/\",\"name\":\"Shortform Books\",\"description\":\"The World&#039;s Best Book Summaries\",\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.shortform.com\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\",\"name\":\"Shortform Books\",\"url\":\"https:\/\/www.shortform.com\/blog\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png\",\"contentUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png\",\"width\":500,\"height\":74,\"caption\":\"Shortform Books\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/0421cce75bc249b11e2517b3a91f9c46\",\"name\":\"Darya Sinusoid\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/07\/Untitled-design-1.png\",\"contentUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/07\/Untitled-design-1.png\",\"caption\":\"Darya Sinusoid\"},\"description\":\"Darya\u2019s love for reading started with fantasy novels (The LOTR trilogy is still her all-time-favorite). Growing up, however, she found herself transitioning to non-fiction, psychological, and self-help books. She has a degree in Psychology and a deep passion for the subject. She likes reading research-informed books that distill the workings of the human brain\/mind\/consciousness and thinking of ways to apply the insights to her own life. Some of her favorites include Thinking, Fast and Slow, How We Decide, and The Wisdom of the Enneagram.\",\"url\":\"https:\/\/www.shortform.com\/blog\/author\/darya\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Bullets Before Cannonballs: Innovation in Small Doses - Shortform Books","description":"The \"bullets before cannonballs\" is a concept developed by Jim Collins to describe an empirical approach to business innovation. Learn more.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.shortform.com\/blog\/bullets-before-cannonballs\/","og_locale":"en_US","og_type":"article","og_title":"Bullets Before Cannonballs: Innovation in Small Doses","og_description":"The \"bullets before cannonballs\" is a concept developed by Jim Collins to describe an empirical approach to business innovation. Learn more.","og_url":"https:\/\/www.shortform.com\/blog\/bullets-before-cannonballs\/","og_site_name":"Shortform Books","article_published_time":"2021-04-30T10:51:00+00:00","article_modified_time":"2021-06-02T19:36:06+00:00","og_image":[{"width":898,"height":639,"url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/11\/art-of-war-philosphy2.jpg","type":"image\/jpeg"}],"author":"Darya Sinusoid","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Darya Sinusoid","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.shortform.com\/blog\/bullets-before-cannonballs\/#article","isPartOf":{"@id":"https:\/\/www.shortform.com\/blog\/bullets-before-cannonballs\/"},"author":{"name":"Darya Sinusoid","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/0421cce75bc249b11e2517b3a91f9c46"},"headline":"Bullets Before Cannonballs: Innovation in Small Doses","datePublished":"2021-04-30T10:51:00+00:00","dateModified":"2021-06-02T19:36:06+00:00","mainEntityOfPage":{"@id":"https:\/\/www.shortform.com\/blog\/bullets-before-cannonballs\/"},"wordCount":945,"commentCount":0,"publisher":{"@id":"https:\/\/www.shortform.com\/blog\/#organization"},"image":{"@id":"https:\/\/www.shortform.com\/blog\/bullets-before-cannonballs\/#primaryimage"},"thumbnailUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/11\/art-of-war-philosphy2.jpg","keywords":["Great by Choice"],"articleSection":["Business","Work"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.shortform.com\/blog\/bullets-before-cannonballs\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.shortform.com\/blog\/bullets-before-cannonballs\/","url":"https:\/\/www.shortform.com\/blog\/bullets-before-cannonballs\/","name":"Bullets Before Cannonballs: Innovation in Small Doses - Shortform Books","isPartOf":{"@id":"https:\/\/www.shortform.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.shortform.com\/blog\/bullets-before-cannonballs\/#primaryimage"},"image":{"@id":"https:\/\/www.shortform.com\/blog\/bullets-before-cannonballs\/#primaryimage"},"thumbnailUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/11\/art-of-war-philosphy2.jpg","datePublished":"2021-04-30T10:51:00+00:00","dateModified":"2021-06-02T19:36:06+00:00","description":"The \"bullets before cannonballs\" is a concept developed by Jim Collins to describe an empirical approach to business innovation. Learn more.","breadcrumb":{"@id":"https:\/\/www.shortform.com\/blog\/bullets-before-cannonballs\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.shortform.com\/blog\/bullets-before-cannonballs\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.shortform.com\/blog\/bullets-before-cannonballs\/#primaryimage","url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/11\/art-of-war-philosphy2.jpg","contentUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/11\/art-of-war-philosphy2.jpg","width":898,"height":639},{"@type":"BreadcrumbList","@id":"https:\/\/www.shortform.com\/blog\/bullets-before-cannonballs\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.shortform.com\/blog\/"},{"@type":"ListItem","position":2,"name":"Bullets Before Cannonballs: Innovation in Small Doses"}]},{"@type":"WebSite","@id":"https:\/\/www.shortform.com\/blog\/#website","url":"https:\/\/www.shortform.com\/blog\/","name":"Shortform Books","description":"The World&#039;s Best Book Summaries","publisher":{"@id":"https:\/\/www.shortform.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.shortform.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.shortform.com\/blog\/#organization","name":"Shortform Books","url":"https:\/\/www.shortform.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png","contentUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png","width":500,"height":74,"caption":"Shortform Books"},"image":{"@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/0421cce75bc249b11e2517b3a91f9c46","name":"Darya Sinusoid","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/image\/","url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/07\/Untitled-design-1.png","contentUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/07\/Untitled-design-1.png","caption":"Darya Sinusoid"},"description":"Darya\u2019s love for reading started with fantasy novels (The LOTR trilogy is still her all-time-favorite). Growing up, however, she found herself transitioning to non-fiction, psychological, and self-help books. She has a degree in Psychology and a deep passion for the subject. She likes reading research-informed books that distill the workings of the human brain\/mind\/consciousness and thinking of ways to apply the insights to her own life. Some of her favorites include Thinking, Fast and Slow, How We Decide, and The Wisdom of the Enneagram.","url":"https:\/\/www.shortform.com\/blog\/author\/darya\/"}]}},"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/11\/art-of-war-philosphy2.jpg","_links":{"self":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/36216","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/comments?post=36216"}],"version-history":[{"count":7,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/36216\/revisions"}],"predecessor-version":[{"id":37446,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/36216\/revisions\/37446"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/media\/3783"}],"wp:attachment":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/media?parent=36216"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/categories?post=36216"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/tags?post=36216"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}