Experimentation is important in companies but as the author showed the ability to try thousands of things of which only 5% are successful is reserved to companies that already did it. I'm not sure Google or IBM or booking.com would have been so open to experiments in their early days. All in all, the author made his point. I think this book is perfect students as reading in graduate studies or for business owners that have a profit and want to grow their business.

Leading innovation in organization requires experimentations. We wouldn’t know if our ideas will stand the test of even a short time if we haven’t tested it using the scientific method.

This book is full of exciting and deep insights on business experimentation. It lays the foundation of what it means to conduct business experiments as well as the possible hindrances towards its adoption.

The books also helps organizations dealing with so many uncertainties to develop the discipline of experimentation so they can isolate data noises from the critical insights needed to make tractions of their goals.

Innovation is the key strategy for survival today. The world of technology and entrepreneurial minds is booming and companies who do not transform into digital, do not innovate in the right time have less chance for survival. This book is a very comprehensive practical guide to innovation from idea to testing and understanding the results.