Jules Goddard is a Fellow of the Centre for Management Development at London Business School, where he has taught competitive strategy and creative marketing for 30 years. He is also a Research Associate of the Management Lab at London Business School and was previously Gresham Professor of Commerce and Mercers Memorial Professor at City University. In his career he has worked for leading advertising firms in New York and LondonTony Eccles is Visiting Professor of Strategic Management at Cass Business School, City University, having previously been Professor of Strategic Management at London Business School, In his career he has consulted with many international organisations, been a television presenter and award winning copywriter. He is the author of Under New Management and Succeeding with Change.

Provocative, insightful, innovative and contrarian - with truths on every page -- Professor Lynda Gratton, London Business School This ground-breaking book s a joy to read -- Tom Robertson, Dean, The Wharton School, University of Pennsylvania Investing in new ideas is more fruitful than investing in market research. Goddard and Eccles understand this, pinpointing that an openness to making mistakes is often a better route to success than the goal of making money -- Sir James Dyson

Jules Goddard is a Fellow of the Centre for Management Development at London Business School, where he has taught competitive strategy and creative marketing for 30 years. He is also a Research Associate of the Management Lab at London Business School and was previously Gresham Professor of Commerce and Mercers Memorial Professor at City University. In his career he has worked for leading advertising firms in New York and LondonTony Eccles is Visiting Professor of Strategic Management at Cass Business School, City University, having previously been Professor of Strategic Management at London Business School, In his career he has consulted with many international organisations, been a television presenter and award winning copywriter. He is the author of Under New Management and Succeeding with Change.

Provocative, insightful, innovative and contrarian - with truths on every page -- Professor Lynda Gratton, London Business School This ground-breaking book s a joy to read -- Tom Robertson, Dean, The Wharton School, University of Pennsylvania Investing in new ideas is more fruitful than investing in market research. Goddard and Eccles understand this, pinpointing that an openness to making mistakes is often a better route to success than the goal of making money -- Sir James Dyson

Jules Goddard is a Fellow of the Centre for Management Development at London Business School, where he has taught competitive strategy and creative marketing for 30 years. He is also a Research Associate of the Management Lab at London Business School and was previously Gresham Professor of Commerce and Mercers Memorial Professor at City University. In his career he has worked for leading advertising firms in New York and LondonTony Eccles is Visiting Professor of Strategic Management at Cass Business School, City University, having previously been Professor of Strategic Management at London Business School, In his career he has consulted with many international organisations, been a television presenter and award winning copywriter. He is the author of Under New Management and Succeeding with Change.

Provocative, insightful, innovative and contrarian - with truths on every page -- Professor Lynda Gratton, London Business School This ground-breaking book s a joy to read -- Tom Robertson, Dean, The Wharton School, University of Pennsylvania Investing in new ideas is more fruitful than investing in market research. Goddard and Eccles understand this, pinpointing that an openness to making mistakes is often a better route to success than the goal of making money -- Sir James Dyson