Unexpected Failure

Failure should always be seen as a sign of innovative opportunity. In the event of an unexpected failure, you should stop, look around, listen, and view the situation from an outside perspective. An unexpected success or a competitor's failure is equally important. Failure should always be viewed as a sign of innovative opportunity. It should not just be "analyzed," but thoroughly investigated. Of course, many failures result from mistakes, stinginess, mindless following of trends, or incompetence in design or execution stages. But if something that was carefully planned and executed fails, such a failure often indicates the need for changes and the opportunities associated with them. An unexpected failure often demonstrates that customer tastes and values have changed. The assumptions on which a product, service, their design, or market strategy were based quickly become outdated. Perhaps consumer priorities have shifted—they may still buy the same goods but are actually acquiring entirely different values. For example, after the failure of the Edsel model, Ford decided that income segmentation was no longer needed in the automobile industry. Lifestyle segmentation was more important to buyers. TIP OF THE DAY. Recognize the significance of an unexpected failure, whether your own or a competitor's. Identify the most likely causes of the failure. Learn lessons for your business.