Category: Hotel Management

Cannonballs > Bullets.

In his book Great by Choice, Jim Collins develops the concept of making calculated tests and experiments into what he calls Firing Bullets, Then Cannonballs. He uses imagery reminiscent of a “Pirates of the Caribbean” movie. Imagine you are at sea, and a hostile ship is bearing down on you. Your ship has a limited amount of gunpowder. So, you use gunpowder to fire a cannonball at the ship. It fires out and over the hostile ship, missing the target. Turning to the stockpile of gunpowder, you realize the ship is out of gunpowder. It’s all been used to fire that one cannonball.

What If?

What would have happened if the ship’s crew had used the limited gunpowder to fire a bullet, recalibrate their aim, and fire another bullet until they hit the ship? Then they could have taken the remaining gunpowder and fired a cannonball along the same pathway for a direct hit. BOOM!

In large corporations today, it’s easy to get hung up on the BHAGs – Big Hairy Audacious Goals – a term coined in another of Jim Collin’s classics, Built to Last. Something commonly missed when focusing on the larger aspirations is where and when resources are dwindling. This could be something as literal as funding or something as present as employee burnout. Where and how we are directing our attention at Embergrove Hospitality is important for not only our constant progression but also our longevity as a company.

Our Calibration Strategy

In this particular business concept, a bullet is a test, or experiment, that is low-cost, low-risk, and low-distraction. These are used to determine what will work. With each bullet (test) fired, you calibrate your line of sight by firing additional bullets. Once you have all the information you need and the data and experience to prove your test, you fire a calibrated cannonball. Now, we can concentrate our resources into a big, data-driven bet. This process turns small proven ideas (bullets) into those big hits (cannonballs).

Bullets and cannonballs are used daily at Embergrove Hospitality. It is part of our shared language and behavior. We believe that the best solutions for our business come from within the company. Every job is important, and every team member has thoughts and ideas. As we work together in each department and collaborate cross-departmentally, we encourage our staff to embrace this concept in preparation for every task at hand. Is this a cannonball, or just a bullet? How should I devote my attention, and how much planning is necessary? As we work to bring new and innovative ideas to the table, we do our best to take a step back, put on our pirate thinking cap, and see each goal for what it is.

A love of the outdoors runs deep at Embergrove Hospitality, all the way back to our earliest days and our very first hotel. This affinity for the great outdoors guides more than our aesthetic choices and our brand identity, though. We are hikers and mountain bikers, campers and trail runners, and we’ve learned a thing or two along the way from this time spent in nature. Here are the lessons our team members have gleaned from our outdoor adventures — and how we apply them professionally, every day.

Lesson 1: The Importance of Planning

“Anyone who’s spent time outdoors knows that preparation is key, whether it’s packing the right gear for a long trail run or mapping out your route ahead of time,” says Mark Creger, Embergrove’s chief revenue officer. Creger knows you can’t get caught in a mountain pop-up storm without your rain gear, or find yourself stranded on a trail without a spare bicycle tube. The key is to be prepared for whatever comes your way — to always be ready for the unexpected.

“Nature can be unpredictable, and the same goes for hospitality,” Mark says. “In our hotels, we focus on planning for all scenarios, whether it’s preparing for a sudden influx of guests, an event that runs longer than expected, or a weather issue that affects outdoor activities. It gives us the flexibility to handle any situation, which ultimately creates a better experience for our guests.”

Lesson 2: The Importance of Adaptability

Mother Nature can throw a lot of curveballs, and curveballs are something we hospitality professionals know a thing or two about. The key to making it work — whether out in the woods or behind the front desk — is to be as adaptable as possible, and to know when to pivot.

“Nature constantly reminds us that things don’t always go according to plan,” says Travis Weiderien, chief development officer at Embergrove. “I’ve had days where I set out for a hike and suddenly the weather changes or the trail I planned for is closed. You have to adapt on the fly.”

In hospitality, it’s the same — guests’ needs can change in a moment, and being able to pivot quickly is essential. “Whether it’s a last-minute room request, dietary adjustments for an event, or unexpected maintenance, we’ve learned to stay flexible and roll with the punches,” he says. “Adaptability isn’t just about being reactive; it’s about anticipating needs before they arise, staying nimble, and always having a solution ready.”

Lesson 3: The Importance of Simplicity

Any Eagle Scout worth his salt will tell you that less is often more. You need to come prepared, of course, but you also need to stick to the essentials. It’s easier to “leave no trace” when you’re packing light — when you’re keeping things simple.

It’s in this simplicity that we often find the greatest meaning in the outdoors. “Some of my best outdoor experiences have been the simplest ones — sitting by the creek in the morning, biking up the hill to watch the sunset, or just taking a walk through the woods,” says Tessa Hansen, Emergrove’s director of marketing. “It’s a reminder that things don’t always have to be complicated to be meaningful.”

In our hotels, we maintain that same philosophy. “It’s about finding the balance between offering guests the essentials they need for comfort, without overwhelming them with too many frills,” Tessa says. “Sometimes, the simplest touches — like a clean, cozy room or a well-designed space — can make all the difference.”