This book has NO insights, just anecdotal stories. It’s easy in hindsight to point out some unsuccessful events but little sight as to why – what should they have done differently, what was the flaw in their thinking. Jimi Heselden was kill driving his Segway off a cliff so it’s a bad idea – but Thomas Selfridge, one of the first passengers was kill in a flight, was the airplane a bad idea? New Coke was a classic stinker, but Pepsi did the same thing with Crystal Pepsi – what were they thinking, I don’t know, the book doesn’t go there. The humor wears thin quickly, assertions are made without foundations. I didn’t enjoy at all.
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