Failure is not the biggest risk

Failure is one of the clearest indicators of trying new things. Designing failure out of organizations is the shortest distance to designing irrelevance into it.  At the point in the conversation people used to certainty nervously chuckle with, "Oh, yeah, well, you're not really saying failure is good?" At which point we say, yes. You can't get innovation without failure and you can't get growth with our innovation. We're saying failure is not an option, so fail often, fail smart, fail fast. Failure is not the biggest risk. Resisting it is.