As anyone who has spoken to me in the past few months will know – I keep raving on about the brilliant book, ‘Funky Business’ – written by Riddlerstrale & Nordstrom (see www.funkybusiness.com).
One message which really resonates is about risk – taking risks, daring to be innovative and creative, being willing to be laughed at – to fail – taking it all on the chin, learning and trying again.
Isn’t that how great marketing works? Let’s face it, behind the majority of successful ventures or products – it is likely that there are tens, if not hundreds, of attempts that went before the success.
Even those success stories that just seem to have ‘happened’ and become an overnight phenomena –(eg: Twitter) will have had a previous format in a previous life that failed, was tweaked, tested, failed again, tweaked, tested – taking years to create a formula that works and brings huge success.
Of course, written 10 years ago – their view of a ‘traditional organisation’ – is one where innovation and creativity is not encouraged or nurtured. Failure carries the corporate equivalent of the death penalty – sending a message throughout the corporate system that failure is punished.