“Learn from failure: how successful companies innovate using experimentation” is number 1 in sales on Amazon

| 12 May 2023

Making mistakes is human and part of the process, but a good entrepreneur can turn even mistakes into opportunities. In the book “Learn from failure: how successful companies innovate using experimentation” by Juliano Lissoni and Fernando Serra, the authors unravel the mysteries behind the success of innovative companies.   

Fernando Serra has a PhD in engineering from PUC-Rio and is a professor at PPGA and PPGP at UNINOVE. He serves on boards and committees of several companies, and has worked in partnership with Philip Kotler at the World Marketing Summit. Juliano Lissoni is the Executive Director of MCI in Canada, advisor to several Customer Advisory Boards in North America, and member of the Board of Directors of Blockchain Revolution Global. The packed resumes of both authors underpin the success of the work!   

The book published by Alta Books on April 30 this year is already the #1 best seller on Amazon in the Corporate Finance category and is recommended by giants in the field. Among the comments made by references in the area on the back cover, Don Tapscott, a world authority on technology and business, states that the book is a must read for any executive.   

Check out the complete synopsis:    


We can find different methodologies and processes, each one more effective, depending on the sector or economic activity of each company.  

The body of work, however, points to an alignment between organizational culture, strategy, and structure. Our research decided to dig deeper to understand what differentiating elements make some companies more innovative, and we found an irrefutable truth: the difference lies in a culture that not only tolerates error, but that encourages experimentation and discovery, because at the same time that companies are effective at managing their core business, they also set out to find new products or services, and do so through a process that replaces certainty with hypothesis.  

These innovative companies then assume a posture of constant experimentation and discovery, which in turn establishes the new parameters that will become the basis of innovative organizational culture. Their new parameters manifest themselves in strategic choices and structural decisions.  

A company that experiments becomes an innovative company, and the repetition of the process forms the basis for a future of constant innovation.