This document discusses failure in marketing and provides advice on how to minimize failure. It notes that failure is inevitable when testing new ideas, and failures can be due to either a bad idea or poor execution. Some examples of marketing failures are discussed, such as New Coke. The document recommends doing research on ideas and competitors, tracking results, cutting losses on failing ideas, and using a variety of media channels to minimize the risk of any single channel failing. The overall message is that failures will happen but they can be minimized through preparation, testing of ideas, and course correction when needed.

25. In Summary Never forget the immortal words of NASA’s Apollo 13 Flight Director, Gene Kranz (or was it Ron Howard?) when he declared…

26. FAILURE IS NOT AN OPTION!