Bartlett draws on neuroscience to make the case for failure. The brain learns faster and more durably from failure than from success. Success confirms what you already know. Failure teaches you something new. Most people treat failure as something to be minimised. They plan carefully, move cautiously, and aim to succeed on the first attempt as often as possible. The result is a slow pace of learning: each attempt is costly and rare. The high performers Bartlett studied did the opposite. They moved fast, tried things early, gathered feedback quickly, and adjusted. They failed more often in absolute terms than their more cautious competitors, but each failure was smaller, cheaper, and faster, and the learning from each one accelerated the next attempt. Bartlett calls this out-failing the competition. It is not about being reckless or careless. It is about changing your relationship with failure from something to avoid to something to seek as the fastest available path to information. The person who fails ten times in six months, learns from each one, and adjusts learns more and moves further than the person who spent the same six months planning and executing one carefully constructed attempt. Volume of intelligent iteration is a competitive advantage.