Failure Talk (Abridged)
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Transcript of Failure Talk (Abridged)
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By way of intro:- We all design or create stuff- sometimes we need to be ‘innovative’ and do something new- if you don’t need to be innovative, this talk might not be for you.- if you do need to be innovative or unique- this talk is might be very useful- I think the concept of failure can help enormously
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The Theory
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- uh-oh- failure is normally associated with lack of success, things not working properly, etc.- generally has negative connotations!- but is there ‘good failure’?- I think so:- two categories
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Unintentional failure
1(aka ‘Happy accidents’)
- surprised if this hasn’t happened to you!
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- For me, it’s usually in Photoshop, etc.- Accidentally press the wrong key combo
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- “Wait a minute!”- Surprised at how many discoveries have been made accidentally- (The word ‘discovery’ implies surprise)
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LSDTeflonViagrax-raysbrandy
penicillinCellophane
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brandypenicillin
CellophaneScotchgardNutraSweetpotato chips
microwave ovenvulcanised rubber
Columbus’s discovery of America
Etc.
- Historical importance of these accidental discoveries is HUGE- Tend to think scientists plan everything- But the biggest leaps are always usually unexpected and unplanned
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All things
Known things
- easy to see why:- it’s extremely difficult to conceive of what you don’t know- how can you know what you don’t know?
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- I always use the example of the horse:- Ask someone in 1850 what transport they wanted:- “Faster horse that can go longer”
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- No-one said a car
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- DEFINITELY no-one thought of this!- Anyway, we rely on accidental discoveries to leap forward.- This notion is well-described by ‘serendipity’
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- Not, not that Serendipity
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serendipity
— the chance development of events in a beneficial way
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“It is true that my discovery of LSD was a chance discovery, but it was the outcome of planned experiments
[...] It could better be described as serendipity.”
— Albert Hoffman, Swiss chemist
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“Chance favours the prepared mind.”
— Louis Pasteur, French chemist
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Opportunities present themselves...
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...but you have to see them.
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How many have you missed?
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Intentional failure
2Failure as an innovation strategy
- This is about deliberately carrying out failure as a tool.
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All things
Known things
- Remember our diagram- We know that innovation happens out here- There are a few great solutions- But lots of lemons- To innovate, you need to be prepared to fail
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- It’s like a game of chance- Lotto: the more you play, the more likely success becomes- Lotto is like a really ground-breaking innovation:- Be prepared to fail a lot- Winning $2 on Instant Kiwi is a much smaller innovation, much more achievable- You need to factor this into your timelines and way of working
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“Try everything – see what works.”
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Active Failure StrategyDon’t bank on one approach
Expect to fail many times
Learn from your mistakesLimit failure fallout/fail small
- limit failure fallout: make sure you never fail too large
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“Fail early, fail often”
— IDEO mantra
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failure
time
bad :(
good :)
- green line: IDEO model- red line: ‘systematic failure’
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Prof. Jack Matson— Pennsylvania State University
- Innovative Engineering Design course
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Failure 101.
- requires students “to build and attempt to sell outlandish and frequently useless products” - like a hand-held barbecue pit.
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- Prof Matson takes IDEO further:- Fail faster- Maze analogy: - blindfolded person in maze will make frequent mistakes- will eventually get there - faster mistakes, faster to get there
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- Makers found players were a bit bummed out about dying- By giving players info about how they died and how to improve- Death became a valuable and positive experience for players!
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Failure is a positive experience if we can learn from it.
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- How can we leverage failure in our line of work?
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Failure = :-)
- Finally, intentional failure has great effect on culture- Proven to be less stressful, happier, more fun
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- Failure can give us a laugh
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Failure = :-)and more productive too
- BUT it’s also proven to be more productive way to work- There’s a company doing quite well who adopt failure strategy- Each employee has time to try stuff out, no pressure.
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- You probably haven’t heard of them.
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- If it’s good enough for Google ...
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So...- To sum up the theory:
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The failure paradoxFailure is likely when you’re trying to succeed
Success is likely when you’re trying to fail
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Bad failure is an outcome.
- it’s the end result- not good
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Good failure is a process.
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- tries lots of small things- the strong ideas survive- and become stronger
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Innovative
Old news
- and because innovation only happens out here...
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Innovation is impossible without embracing failure.
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The Practice
- So, very quickly!- What are some pragmatic things to help you fail like champ?
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Eliminate fear
1- Creatives say: “Don’t pressure me, man” and “I need my freedom”- Those creatives are often the ones that deliver gold- They intuitively understand...
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Being free = lack of fear
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Lack of fear = it’s okay to try and fail
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Trying and failing = more likely to strike gold
- So when that monkey in a suit is holding a gun to your head...
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- Explain that to him.
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Know about design management
2- But you’ll probably need to compromise with that monkey- Design management is simple but not understood
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- Give people 100% freedom when creating- No talk of deadlines, budgets, etc.- No idea is a bad idea- Critical part of brainstorming- But, once a direction or solution is agreed upon...
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- It’s relentless pressure.- This pressure causes the brain to tune out other ideas and focus on delivering.- This is the compromise, and it is a good one in general.- I’ve had great success with this in the past... it's never let me down
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Don’t be cool
3
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“Don’t be cool”“Forget about good”
— Bruce Mau
“Trying to look good limits my life”— Stefan Sagmeister
“The good is the enemy of the great”— Milton Glaser
- When needing to be innovative or unique, good constrains you to the known and therefore you bad fail.- Note inversion of Milton Glaser quote
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- If you don’t try, you won’t fail ... or succeed.
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Start anywhere, don’t stop
4
- So start now! Start anywhere - go, go, go!- A common form of paralysis is not knowing where to start.
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“Begin anywhere”“Keep moving”
“Repeat yourself”“Stand on someone’s shoulders”
“Imitate”“Work the metaphor”
— Bruce Mau
- All from Bruce Mau:- Note: do what you know, or copy someone.- Go from there...
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Disclaimer-ise
5
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“I know this is ridiculous, but ...”
- Keep face by prefacing everything with:- Tell them you’re about to be stupid.- Disarm them.
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Thanks :)
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