“Il fallimento non esiste” is out now — available on Amazon and in bookstores
I built things, learned a few lessons, and built some more. I wrote a book about it. I have more to say than I could fit in that book, so I'll write it here. Italy seen from America, and America seen from Italy, startups, flying, and — clearly — AI.
the book
Il fallimento non esiste
From an early passion for technology to building two high-tech startups to joining Apple, Edoardo Serra lived inside one of the most advanced creative ecosystems in the world, contributing to products like Siri that entered the daily lives of millions.
In Cupertino he discovered a radical discipline: every detail matters, ideas are tested without mercy, quality is non-negotiable. Then came the biggest leap: leaving a global giant to go back to what he loves — building from zero to one. By his third startup, he had developed a deep conviction: true innovation is born from the constant dialogue between what we imagine and what actually works.
In this world, certainties vanish and every choice carries weight. Serra founds and leads new technology ventures, facing what success stories rarely show: sleepless nights without answers, decision paralysis, investors to convince, teams to build, markets to read. In this autobiography, with clarity and irony, he tells the story of a curious, stubborn mind: one that falls, corrects course, and starts again with greater awareness. Because mistakes and detours are not failure — they are necessary steps toward unexpected possibilities and solutions.