Is It Time for a True Goodbye?
But, here's the thing: Unplanned lessons are the exact opposite of lesson plans ... those neat and tidy curriculum plans teachers try to follow until the students show up and things go awry. We often learn more from things that don't quite go the way we hoped than things that do. If we dare to review our actions.
In a BusinessWeek article entitled "Radio Flyer Learns from a Crash," Thomas Schlegel, VP for product development at Radio Flyer shared his thoughts on a product launch that was halted. After months of development and lots of production time and dollars, Schlegel scrapped it. "It didn't live up to Radio Flyer standard," he said. According to the article, "his boss, Robert Pasin, CEO, told Schlegel failure was OK as long as the company learned from it. Pasin now holds a regular breakfast for new employees at which he impresses upon them the idea that failure is inevitable if you want to innovate and valuable if you can learn from it. And after every project ends—whether the project has been shipped or been killed—Radio Flyer is developing what Schlegel describes as an 'autopsy without blame,' in which everyone involved in the development of a product discusses four questions: What went well on the project? What didn't go well on the project? What did we learn? And, what are we going to do next?"
Author James Joyce gives us a new perspective on unplanned lessons: "A man of genius makes no mistakes. His errors are volitional and are the portals of discovery." Bravo to Radio Flyer. They made discoveries and acted on their volitional errors!
So, I switched gears in my client meeting and described to these Type A risk-averse professionals how another client actually embraces failures—publicly and light-heartedly. This company even had more than 300,000 customers take a tour of its flops: Ben & Jerry's Flavor Graveyard. It's a real live collection of 31 ice cream mistakes and missteps over the years memorialized for all to see.
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 firstname.lastname@example.org.