Why is failure a success in the digital age? by Mariano Bosaz

Why is failure a success?
MARIANO
A
BOSAZ
Group
Digital
Director
Eurasia
Africa

Why are the most successful asking
us to fail?

MARISSA MAYER'S 9 PRINCIPLES OF INNOVATION
Marissa,
CEO
of
Yahoo,
went
public
with
a
set
of
principles
5
years
ago.
1.
INNOVATION,
NOT
INSTANT
PERFECTION.
"There
are
two
different
types
of
programmers.
Some
like
to
code
for
months
or
even
years,
and
hope
they
will
have
built
the
h<p://www.fastcompany.com/702926/marissa-‐mayers-‐9-‐principles-‐innovaGon
perfect
product.
That's
castle
building.
Companies
work
this
way,
too.
Apple
is
great
at
it.
If
you
get
it
right
and
you've
built
just
the
perfect
thing,
you
get
this
worldwide
'Wow!'
The
problem
is,
if
you
get
it
wrong,
you
get
a
thud,
a
thud
in
which
you've
spent,
like,
five
years
and
100
people
on
something
the
market
doesn't
want.

Is
Apple
Responsible
For
The
Hacked
Leak
Of
Private
Celebrity
Photos
Via
iCloud?
Was
iCloud
vulnerable
(patched
9/1/14)
to
a
brute
force
a<ack
because
unlimited
password
the
only
people
responsible
are
those
who
4
a<empts
were
allowed
and,
if
so,
is
Apple
responsible
for
the
happening?
Yes,
iCloud
was
vulnerable
to
a
brute
force
a<ack
via
Find
My
iPhone.
Is
Apple
responsible?
Well,
depending
on
how
long
they
knew
about
the
issue,
they
may
have
been
somewhat
negligent,
but
ulGmately
hacked
into
iCloud
and
stole
private
data,
and
those
who
shared
it
publicly.
h<p://www.forbes.com/sites/quora/2014/09/03/is-‐apple-‐responsible-‐for-‐the-‐hacked-‐leak-‐of-‐
private-‐celebrity-‐photos-‐via-‐icloud/

The Eight Pillars of Innovation
Susan
Wojcicki
was
Google's
Senior
Vice
President
of
AdverGsing
in
2011
Never
fail
to
fail
Google
is
known
for
YouTube,
not
Google
Video
Player.
The
thing
is,
people
remember
your
hits
more
than
your
misses.
It’s
okay
to
fail
as
long
as
you
learn
from
your
mistakes
and
correct
them
fast.
Trust
me,
we’ve
failed
plenty
of
Imes.
Knowing
that
it’s
okay
to
fail
can
free
you
up
to
take
risks.
And
the
tech
industry
is
so
dynamic
that
the
moment
you
stop
taking
risks
is
the
moment
you
get
leL
behind.
h<p://www.thinkwithgoogle.com/arGcles/8-‐pillars-‐of-‐innovaGon.html

GOOGLE REVEALS ITS 9 PRINCIPLES OF INNOVATION
Chief
evangelist
Gopi
Kallayil
at
Google
sat
down
“a
couple
of
months
ago”
with
some
colleagues
to
figure
out
what
drove
innovaKon
at
Google
today,
and
how
the
ideas
may
apply
to
other
organisaKons.
8.
Fail
well.
There’s
a
long
list
of
failed
Google
products,
including
Buzz,
Gears,
Panoramio
and
Wave.
At
Google,
Kallayil
says
failure
is
a
“badge
of
honour”.
“There
is
no
sIgma
against
failing,”
he
says.
“There
is
a
belief
in
the
company
that
if
you
don’t
fail
oNen
enough,
you’re
not
trying
hard
enough.
“Once
we
realise
a
product
is
not
working
out,
we
kill
it,
but
the
thing
with
products
is
they
morph
–
we
take
all
the
best
ideas
and
redeploy
them.”
Google’s
social
networking
plaTorm,
Google
Plus,
for
example,
incorporates
elements
of
Google
Buzz,
Wave,
Orkut
and
OpenSocial.
h<p://www.fastcompany.com/3021956/how-‐to-‐be-‐a-‐success-‐at-‐everything/googles-‐nine-‐principles-‐of-‐innovaGon

FACEBOOK PRINCIPLES
Intern:
“On
day
one
of
my
internship,
we
were
told:
FAIL
HARDER.
Oh,
and
welcome
to
Facebook.
This
wasn’t
quite
what
I
expected…
You
want
me
to
fail?
Well,
if
you
insist,
I
guess
I
can
try…
But
we
do
have
to
fix
our
failures
aLerwards…right?”
Although
I
haven’t
personally
broken
the
live
Facebook
site,
I’ve
certainly
broken
our
development
environment
for
a
good
20
minutes,
and
I’ve
broken
some
employees’
Facebook
accounts
in
various
ways
(apologies
to
any
of
my
vicGms
who
may
be
reading
this).
h<ps://www.facebook.com/notes/facebook-‐engineering/interning-‐at-‐facebook-‐failing-‐harder/
10150264197568920

COCA-COLA MARKETING EXCELLENCE AWARDS

Why do we want to fail ? AND not only
fail, but fail hard, fast and reward
failure?

Encourage?
Learn?
Innovate?
ExcepKons?
Is
there
a
correlaKon
between
FAILURE|
SUCCESS?

Michael
Jordan
MICHAEL JORDAN:
“I missed more than 9,000 shots in my
life. I lost almost 300 games. 26 times I
was trusted to take the game winning shot
and missed.
I failed over and over again in my life.
That is why I succeeded.”

Let’s
look
at
sports
correlaKon

Let’s
look
at
Federer
correlaKon
0.65
winning
rate
The
less
you
lose,
the
more
you
win

Let’s
look
at
loses
correlaKon
CORRELATION
THEY
ARE
BEST
LOSERS
With
the
EXCEPTION
of
Ivanisevic
(Highest
Rank
Top
#2)

Not enough proof that more failure
leads to more success.
And do you really think that if you fail
hard, there will no consequences?

Tim Cook Talks About Why iOS Chief Scott Forstall Was Fired
Forstall
was
reportedly
one
of
the
least
collaboraIve
of
Apple
execuIves,
having
reportedly
run
his
iOS
domain
something
like
a
fiefdom.
He
was
also
proud,
having
refused
to
sign
an
apology
over
the
state
of
iOS
6
Maps.
h<p://www.cultofmac.com/204760/Gm-‐cook-‐talks-‐about-‐why-‐ios-‐chief-‐sco<-‐forstall-‐was-‐fired/

SO WHY IS GOOD TO TELL PEOPLE
TO FAIL?
Above the average effect
COGNITIVE BIAS

DUNNING-KRUEGER TESTS
REASONING, GRAMMAR, HUMOUR TEST RESULTS
SELF-PERCEPTION
PERCEPTION OF OTHERS VS YOURSELF
AVERAGE
HIGHLY COMPETENT
UNDERESTIMATE
THEMSELVES AND ARE
UNDERESTIMATED
AND THE REST OF US?
WELL, YOU KNOW…

Join Company or Low performer
With some information
With most information
Experienced

So, if you want to promote failure:
Ensure
the
most
experienced
get
the
message.
Isolate
careless,
low
experienced
people.
Avoid
failing
when
safety
is
an
asset
for
your
funcKon
or
business.

How much should you invest (or
tolerate) on failure?

Very easy, as much as your competitor is worth buying:
The remainder is your profit.

Why is failure a success in the digital age? by Mariano Bosaz

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