‘Failure is the condiment that gives success its flavour’ Truman Capote
Innovation and failure are close friends. Put simply – you cannot do something new and ground-breaking and have a guarantee that it will work. How to be brave, try your new idea, minimise risk and learn from failure are important skills for a fundraising innovator.
We listened to four speakers proudly sharing their failures. A panel of experts including Dax Lovegrove, Head of Business and Industry, WWF, Charmaine Coutinho, Business Development Manager, Good Energy Group and Robert Phillips co-founder Jericho Chambers gave their comments and commendations in celebration of the most audacious failures.
Trewin Restorick CEO from Global Action Plan shared the story of Ergo – his failed publication. Launched in 2000 it was the UK’s first sustainability lifestyle magazine. It was described at the time as being terribly communicated, dull and worthy. Shops didn’t know where to stack it with the other magazines and often ended up in the gay porn section.
Sue Riddlestone Chief Executive and Founder of Bioregional shared how they failed to reach the 0% carbon energy targets for the 2012 Olympics. But their failure still resulted in the One Planet Centre in the Olympic Village showcasing how the site was built using sustainable techniques, and ultimately the greenest Olympic Games ever.
Richard Turner Chief Fundraiser at SolarAid explained that without their failures SolarAid would have struggled to have achieved success. He shared the disaster solar lamp that fitted inside a hurricane lamp (which to their customers was a symbol of poverty – they wanted a light bulb) and how failing to sell to schools gave them the idea to sell (successfully) to head teachers.
Matt Sexton Director of Corporate Responsibility at B&Q reminisced about the launch of B&Q wind turbines in 2006. They were neat because they fitted onto your house. The problem was that they didn’t produce enough power. The wind test reports from up a pole in Scotland were very different from urban rooftops where they were actually being used. They managed to sell about 1,000 before being withdrawn in 2009.
The reason for sharing failures is to share what we learnt. So what did I learn from these brave admissions of failure?
- Sometimes your idea is ahead of its time and you have work to do to help your audiences understand why they need your product.
- Failing to reach an audacious goal is better than having an incremental goal and achieving it.
- Keep focused on one thing – focus brings people and teams together.
- Get closer to your customers to understand them – then you can develop your messages and products to meet their needs.
- Test your product in real life situations (not up a pole in Scotland).
- Never accept the status quo.
- Some ideas won’t work – and its brave to be able to make the decision to pull out. But at least you tried.
- Often it’s the failures that you learn from that provide you with your ultimate success. Or in the words of Truman Capote
‘Failure is the condiment that gives success its flavour’
I’ll be writing more on failure next year. If you have any failures that you would like to share so others can learn then please send me an email.