What is meant by “Fire Bullets then Cannonball” approach?

“Fire Bullets then Cannonball” is an approach adopted by high performing 10X organizations to validate scale up options , as mentioned by Jim Collins in his book Great by Choice..

A bullet is a low-cost, low-risk, and low-distraction experiment that helps to empirically validate what works (and what doesn’t). Based on the outcomes of that, 10X companies will then fire a cannonball, investing larger resources to enable disproportionate returns from concentrated bets.