Rob James established his own leadership consultancy practice in 2003 after senior roles in executive development at PwC. In this practice, and as a Programme Director at London Business School, he has worked globally across many industry sectors using experimentation to create greater value for businesses. Dr Jules Goddard is the leading proponent and practitioner of action learning programmes at London Business School, UK. He was the first person to be appointed Gresham Professor of Commerce and now serves as a member of the Council of the Royal Institute of Philosophy.

"I've worked with the authors and as a consequence know that their advice is based on huge experience and rigour. They write as they talk, common sense supported by acute observation."

• Chapter - 01: Introduction to experimentation in business;Chapter - 02: What we really mean by ‘experiments’;Chapter - 03: Ten principles of successful business experiments;Chapter - 04: A ‘typology’ of experiments;Chapter - 05: The benefits of experimentation – And what inhibits managers from using it;Chapter - 06: An overview of the experiment process;Chapter - 07: Identify;Chapter - 08: Discovery;Chapter - 09: Ideation;Chapter - 10: Define;Chapter - 11: Experiment;Chapter - 12: Evaluation

Rob James established his own leadership consultancy practice in 2003 after senior roles in executive development at PwC. In this practice, and as a Programme Director at London Business School, he has worked globally across many industry sectors using experimentation to create greater value for businesses. Dr Jules Goddard is the leading proponent and practitioner of action learning programmes at London Business School, UK. He was the first person to be appointed Gresham Professor of Commerce and now serves as a member of the Council of the Royal Institute of Philosophy.

"I've worked with the authors and as a consequence know that their advice is based on huge experience and rigour. They write as they talk, common sense supported by acute observation."

• Chapter - 01: Introduction to experimentation in business;Chapter - 02: What we really mean by ‘experiments’;Chapter - 03: Ten principles of successful business experiments;Chapter - 04: A ‘typology’ of experiments;Chapter - 05: The benefits of experimentation – And what inhibits managers from using it;Chapter - 06: An overview of the experiment process;Chapter - 07: Identify;Chapter - 08: Discovery;Chapter - 09: Ideation;Chapter - 10: Define;Chapter - 11: Experiment;Chapter - 12: Evaluation