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Ashley Good from Toronto, Canada is recognized as no less than "a world expert on failure". Working on several development projects around the world she was faced with the need to address the inefficiencies, and sometimes ineffectiveness of development work. Based on her experience she created AdmittingFailure.com and FailForward.org in 2010 to spark a shift in how civil society perceives and talks about failure.
In her opening keynote titled "What's So Great About Failure?" at FailCon Oslo June 6, 2013 she shares her story and some ideas for the audience to apply the Fail Forward approach to their contexts.