The Discipline of Business Experimentation,” co-authored by APT Chairman Jim Manzi and HBS professor Stefan Thomke, focuses on how rigorous in-market testing can help companies innovate faster by confidently making the right decisions and avoiding risky, unprofitable programs. Manzi and Thomke give multiple real-world examples of how tests have influenced major business decisions, and provide guidance on how to successfully run smart business experiments. You can download the full article here.