Doing the right thing, in the right way, the first time. Wasn’t that supposed to be our goal? So how is it that purposely pursuing what might be considered a questionable path has gained attention as an innovation strategy? Turns out, the lessons learned from failure may be of more value than those learned from success. This is part 3 of 4 in this series.
Dissecting and sharing what went wrong
This series of entries are originally part of Canadian Management Centre’s research partner HRI’s Strategic Insight article written by Donna Bear. For the complete article visit www.hrinstitute.org Copyright 2006 Human Resource Institute
While companies are typically eager to celebrate success, they may
be reluctant to dwell on failures. Even though stories about why ideas
fail might be as valuable a source of learning for businesses as
stories about success, few, it seems, are shared. Failed companies
tend to disappear from the business landscape, taking their data with
them. Even successful firms that first tried an approach deemed
unsuccessful rarely research failures, instead focusing on the hows
and whys of their success. Without examining why ideas fail, though,
valuable lessons that might be learned are lost, according to Jerker
Denrell, assistant professor of organizational behavior at the Stanford
Graduate School of Business (Wagner, 2005).
General Electric Co. is an example of a firm that has taken its
best-practices sharing to another level by adding discussions of
failures to its business unit practices. The firm’s “imagination
breakthrough” (or “IB”) projects represent ideas with sales potential
of $100 million or more in a three-to-five-year time frame. A
conference call in 2005 brought together champions of eight “IB”
projects that didn’t make it (McGregor, 2006). Such dissection of
failures is an important step in examining chosen paths and
extracting lessons for the future.
Sometimes companies can find out from customers how they’re
failing. QuickBooks, the highly successful business accounting
program from software company Intuit, was strengthened after the
division sent some 500 employees to users’ homes in 2003 to see and
hear firsthand not only how the product worked but also how it didn’t
work for customers. Intuit founder Scott Cook recently recognized
“The Failure We Learned the Most From” with an award at an
organization-wide meeting (Kirkpatrick, 2005).
Even public failures can provide lessons to organizations on risk
recognition and crisis avoidance. The 9/11 Commission, for example,
examined the institutional failures that occurred on that day and then
stressed the need to make “the exercise of imagination” part of the
fabric of organizations. That is, organizations must be willing and able
to visualize future failures if they want to avoid them.
Scenario planning must look at various possible outcomes and not
focus only on the one that executives want to hear. The Columbia
Accident Investigation Board is another case in point. It warned that
remaining fixed on past successes can build unwarranted confidence
that thwarts challenges to conventional wisdom. In other cases, a
failure of communication is as much at fault as a failure of
imagination. Investigators of the New York Times reporting scandal
found the organization vulnerable because of “too much information
… locked in too few brains” (McGregor, 2005).
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