I have been reading so many social posts and articles saying, “Fail hard and fail fast” and every time I scratch my head.
I work in advertising. Failure is not easily digested. Even when a client suggests we “test and learn” we all know we must test something that has a great probability of succeeding. With this the upside isn’t as high as if we take an idea with huge upside and really put effort behind it. That effort includes finding the right place on the calendar, the right partners and a fair amount of budget for production and amplification.
I have engaged on Twitter with many people on this topic. It seems to me this “rebellious” concept is better suited for the startup and inventor world. There you need to get to proof of concept and raise funds to take it to scale. Failure there seems to be black and white. Your concept is a game changer or it’s an also ran. Marketing has so much grey area.
In the agency world is is difficult reporting a “fail” to a client. But no more that a client has presenting up the ladder. So maybe we reset this thought. Maybe it’s one of those passing fads that agency people grabbed onto for a while and will let it go. I have.