{"id":394,"date":"2020-01-06T11:26:01","date_gmt":"2020-01-06T17:26:01","guid":{"rendered":"http:\/\/capertongillett.com\/blog\/?p=394"},"modified":"2020-01-06T11:26:01","modified_gmt":"2020-01-06T17:26:01","slug":"on-the-importance-of-failure","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/on-the-importance-of-failure\/","title":{"rendered":"On the importance of failure"},"content":{"rendered":"\n
\"\"
Alexander Fleming: Expert bacteriologist, failure at food safety. <\/figcaption><\/figure><\/div>\n\n\n\n

I stand before you today with inadvisable bangs.<\/p>\n\n\n\n

I thought they\u2019d work. I was wrong. I tried to cut wispy bangs, I failed, and now the penalty for my failure is that I\u2019m stuck with the awkward grow-out period. I feel self-conscious about them and have had to invest in bobby pins. The world, however, has not ended.<\/p>\n\n\n\n

(No, I will not post pictures.)<\/p>\n\n\n\n

In theory, people in the advertising industry shouldn\u2019t be afraid of failure. We do it all the time. Concepts get rejected. Campaigns get rejected. Prospective clients go with someone else. Creatives are meant to take criticism with grace and turn it into better work.<\/p>\n\n\n\n

And yet, the prospect of failure has a tendency to become a terrifying monster. We\u2019ve gotten this idea that it\u2019s a personal weakness, a lack of talent, a proof of overreaching. We\u2019ve gotten success tangled up in ego. And it makes us afraid to do things \u2014 try new things, learn new things, take chances. It keeps us from trying new hobbies because we\u2019re afraid of looking stupid. Because the world ends when you look stupid, right? Much better to avoid looking stupid than to discover something you enjoy, or sell a big idea, or gain information that might make your next attempt more successful. Better to play it safe. Don\u2019t try if you don\u2019t know it\u2019ll work.<\/p>\n\n\n\n

Great idea.<\/p>\n\n\n\n

To be clear: I\u2019m not saying you should go ahead and try because you might succeed. I\u2019m saying you should go ahead and try because chances are good you\u2019ll fail, and that\u2019s just not a big deal.<\/p>\n\n\n\n

Failure is a good thing.<\/h2>\n\n\n\n

Bungee jumping and open-heart surgery are basically the only times it\u2019s essential to succeed the first time. In all other pursuits, failing from time to time isn\u2019t just an acceptable thing but a beneficial thing.<\/p>\n\n\n\n

It\u2019s educational.<\/h3>\n\n\n\n

Between success and failure, failure is the only one that\u2019s a learning experience. Success only tells you that whatever you just did worked, well enough, this time. Failure gives you an opportunity to improve \u2014 research, iterate, brainstorm, disassemble, analyze. It teaches you how things work, why things happen, what not to do. The only way success does that is if you immediately use it as a jumping-off point to start exploring other ways to achieve the same effect, or to achieve something better \u2014 in essence, to treat your success as a failure to gather more information or learn more things. Which might sound disheartening, and\/or the kind of thing that might give a girl daddy issues well into her thirties, but it\u2019s good, because you\u2019re coming at it from the understanding that failure isn\u2019t a bad thing<\/em>.<\/p>\n\n\n\n

(Just kidding, Dad.)<\/p>\n\n\n\n

It\u2019s good practice.<\/h3>\n\n\n\n

Because you\u2019re going to be failing a lot in life \u2014 like, a lot<\/em> \u2014 and it\u2019s not going to go well if you collapse into a pile of trembling tapioca every time you do. Putting yourself in lower-pressure opportunities to fail gets you used to the feeling of, just from time to time, failing, so when it happens in a higher-pressure situation, you don\u2019t decompensate.<\/p>\n\n\n\n

Your first minor screwup at your new job, or your first lousy painting, or your first dismal 10K time, is like the first ding in the paint of your new car \u2014 it sucks, but it\u2019s not catastrophic, and now it\u2019s out of the way. You\u2019re not going to go off-roading in your Camry now that you have a scratch on your fender, but you\u2019re not going to be nearly as worried about preserving a pristine paint job moving forward.<\/p>\n\n\n\n

It reminds us that we\u2019re human.<\/h3>\n\n\n\n

And some of us need the reminder. Success upon success feels good, but it also tends to give us the idea that a) we deserve it, and b) we did it all ourselves, which, sure, might be the case, but\u2026 is it? Really? Having to hit the ground once in a while is a good reminder that we all happen to live there.<\/p>\n\n\n\n

I\u2019ve mentioned my newly discovered love for the Bon Appetit<\/em> YouTube channel, and some of my favorite videos involves the EIC and a senior food editor in a series I\u2019ve seen described as \u201cteenage girl teaches her single father how to cook.\u201d Watching the editor-in-chief of a gourmet food magazine forget to preheat the pan before adding the olive oil is a good illustration of the fact that even the most successful among us screw up sometimes (and that correcting your boss without getting fired is a delicate, delicate process).<\/p>\n\n\n\n

It shows us what we\u2019re capable of.<\/h3>\n\n\n\n

Specifically, it shows us that we\u2019re capable of not succeeding but also not dying. Whether it\u2019s losing a job and the world not collapsing, or getting passed over for a promotion and making do, or taking criticism for an ad layout and soldiering on, or falling off the end of a treadmill and feeling really embarrassed and then continuing to tread, it shows us that we\u2019re smart enough, determined enough, and brave enough to keep going.<\/p>\n\n\n\n

I\u2019ve spent some time volunteering with therapeutic horseback riding programs for children with disabilities, and there\u2019s been a consistent strategy for dealing with a kid who\u2019s fallen off the horse (assuming there\u2019s no actual injury involved): If you can get in there before the kid starts crying and say, \u201cWow, that was exciting,\u201d the chances of tears plummet. Suddenly, the tumble has gone from a scary, painful, potentially embarrassing trauma to a moment of excitement in an otherwise mundane trail ride. It\u2019s just a matter of dusting yourself and getting back on \u2014 no. No, I\u2019m not going to say it.<\/p>\n\n\n\n

That blood you shed on the mountain bike trail is proof that you were brave enough to attempt something awesome and that when you fell down, you got right back on the trail. Be proud of it. (But don\u2019t put it on Instagram. That\u2019s gross.)<\/p>\n\n\n\n

It gives us a good story to tell.<\/h3>\n\n\n\n

Nobody crowded around the bar on a Friday evening wants to hear about something that went right<\/em>. Things that go right are boring. We want the stories of things that go wrong \u2014 the more catastrophically, the better \u2014 because we can all identify with them and because misery shared is misery halved. I\u2019ve dined out on stories about Grandpa, The Riddler, Average Joe, and numerous other failed dating matches because \u201cYeah, he was nice, we got tacos and we\u2019re going out again on Wednesday\u201d is entertaining to no one.<\/p>\n\n\n\n

Failing like Google<\/h2>\n\n\n\n

Google is basically a foundational technology in the industry. Our lives are full of their successes \u2014 Gmail, Google Maps, Google Docs, Analytics, Chrome, AdWords, Search (of course), and others we don\u2019t even think of, not to mention all the properties they\u2019ve acquired.<\/p>\n\n\n\n

And then there are also complete misses like Glass, Wave, and Google+. And plenty of others. Definitely not part of our lives, and in some cases (Glass, for instance) a public and comical level of failure. And it\u2019s because\u2026 that\u2019s just how Google works. They come up with ideas they think will probably work, and then they develop ideas that are very likely to work, and many of them do, and when some of them don\u2019t, they don\u2019t shut down \u2014 they take what they\u2019ve learned and go back to the lab.<\/p>\n\n\n\n

Google has developed a specific process for reacting to failure<\/a>, and none of it involves rending of garments or quitting in despair. (I don\u2019t think so, anyway. It certainly isn\u2019t included in their established internal process.) It involves identifying problems, documenting, studying, not<\/em> assigning blame, and using it all to promote improvement.<\/p>\n\n\n\n

Google isn\u2019t afraid of failure \u2014 they expect it. They know that every swing isn\u2019t going to be a hit. But they take chances informedly and strategically, in a way that their failures don\u2019t endanger their chances of success in the future. No one cried into their beer when Glass proved to be a dog \u2014 they just got to work on the next big thing.<\/p>\n\n\n\n

Pitch the damn concept already.<\/h2>\n\n\n\n

We\u2019re afraid of pitching a bold idea to a client. What if they hate it? What if we lose them? Well, look at the concept: Is it so terrible, so bold, so audaciously off-brief that you\u2019re likely to actually get fired for it? (If so, are you sure you\u2019re cut out for advertising?) Or is it full of choices? Did you come up with it because you sincerely believe it\u2019s the best way to satisfy the client\u2019s needs? Is it backed by the strength of your expertise and experience? If the client takes a chance on this bold idea, will they be all the better for it?<\/p>\n\n\n\n

Well, shit, dude, pitch the concept. Pitch it like Pedro Martinez. Give the client your thought process, your rationale, the reasoning behind your choices, the places it satisfies the brief and explanations for the places it doesn\u2019t. Defend your bold idea. Maybe the client will bite, or maybe they\u2019ll want to file down some of the sharper edges, and you\u2019ll be disappointed about that. But that\u2019s<\/em> what failure would look like. If you pitch a concept that\u2019s bad enough to get you fired on the spot\u2026 see above in re: asking if advertising really is for you.<\/p>\n\n\n\n

Worst-case scenario, \u201cI don\u2019t like it. Go back and give me something else.\u201d Is that<\/em> what you\u2019re afraid of? Are you afraid of pitching a great idea that you truly believe in because you might end up having to start over? If you do, you\u2019ve now learned something about what your client likes, and you\u2019ve been given a second opportunity to impress them. If you succeed, your client is better off, and you have the satisfaction of watching your awesome idea come into the world.<\/p>\n\n\n\n

Consider: When, due to a supply-chain mixup, KFCs in the UK and Ireland ran out of chicken, some folks at Mother London said, \u201cWhat you need in this time of reputational crisis is to write fuck<\/em> on a chicken bucket<\/a>,\u201d and the client was all, \u201cSounds legit.\u201d If their pitch had failed, they could have said, \u201cWell, at least we\u2019ve learned that KFC isn\u2019t ready for a FCKet.\u201d But they succeeded, and it was huge, and the agency ended up with a Gold Lion for it.<\/p>\n\n\n\n

That could be you. You could give one of your clients a FCKet of their own. Or maybe you\u2019d fail and have to start over, but okay, that happens.<\/p>\n\n\n\n

An important note about failure<\/h2>\n\n\n\n

One other aspect of failure needs to be addressed: If you\u2019re a parent, teacher, boss, coach, creative director, or other person in a position of authority, you have influence over those underneath you, and if they become petrified at the thought of failure, it\u2019s partly on you. If you\u2019re teaching your kids that failure is the end of the world, they\u2019ll believe it. If you punish them like it\u2019s the end of the world, they\u2019ll fear it. If you treat failure like a character flaw rather than a fact of life, they\u2019ll learn not to try.<\/p>\n\n\n\n

If your junior creative comes to you with a big idea that needs work, and you treat them like an idiot, they\u2019re not going to bring you big ideas anymore. You\u2019re going to get crappy ideas, and then you\u2019re going to think your junior is incapable of good stuff, when instead they\u2019re just afraid of taking a chance. No, you don\u2019t have to stroke their hair and lie to them about the quality of their work, but come on. Give them specific, constructive critique so they can come back with the good stuff. It doesn\u2019t take a participation trophy to just not break their spirit.<\/p>\n\n\n\n

If your creative team comes to you with a big, good concept that you\u2019re afraid to pitch to the client because you\u2019re worried they won\u2019t bite, you\u2019re going to stop getting big, good things out of your team. They\u2019re just going to bring you the same, boring stuff, because rejection gets exhausting after a while, and then you aren\u2019t serving your client, and then your client is leaving you for an agency that\u2019s going to win at Cannes for putting FCK on the side of a chicken bucket.<\/p>\n\n\n\n

Don\u2019t lie to your kids\/employees\/creatives\/whomever about the quality of their work, but also don\u2019t treat them like their failures are the end of the world. Create an environment where failure isn\u2019t a terrifying thing, but a thing to move forward from.<\/p>\n\n\n\n

Go forth and fail.<\/h2>\n\n\n\n

I\u2019m currently posting this at 11:25 a.m. instead of my normal 10 a.m., because stuff happens and it\u2019s better to get it out late than not at all and not getting it out on time isn\u2019t the end of the world. A scrape from a bike tumble isn\u2019t the end of the world. Bad bangs aren\u2019t the end of the world. And I shall wear them proudly \u2014 okay, no, I shall pin them to the side until they grow long enough to incorporate into the rest of my hair. But I won\u2019t be afraid to leave the house with them, because\u2026 they\u2019re bad bangs. And I have plenty of other excuses to never leave the house.<\/p>\n","protected":false},"excerpt":{"rendered":"

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