Business history shows that it is those who persevere despite repeated failure who win through in the end. Thomas Edison, P.T.Barnum, Walt Disney, James Dyson, Madonna, Steve Jobs, Mary K. Ash, Sumner Redstone, Bill Gates, Donald Trump, Martha Stewart and so on epitomize this never-say-die mindset. Failure, it seems, is one of the keys to commercial success, arguably the key. This book champions those who challenged conventional marketing wisdom, who felt worst practice is often best practice, and who should have failed but triumphed spectacularly by doing things "wrong".