Rockies

Andrea Syverson is the founder and president of creative branding and merchandising consultancy IER Partners. For 20+ years, Andrea’s joy has been inspiring clients with innovative approaches to branding, product development and creative messaging. She’s the author of two books about brand building and creating customer-centric products that enhance brands: BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants and ThinkAbout: 77 Creative Prompts for Innovators. You may reach her at asyverson@ierpartners.com.

As I reflected on a client interaction I had this week, I thought about how helpful it is for organizations to learn from the past and then also to let go. I had facilitated a meeting where we tried to embrace failure not as life-over, but simply as feedback—to have a more positive outlook on the unplanned learning lessons that failure brings a brand. It was a tough sell. These young, smart, good-hearted brand builders were perfectionists. They only ever saw A+ on their report cards. Red Fs would have been scarring.

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