December 04, 2017
"As marketers, we often carry the impulse to avoid failure, believing a dollar wasted on an unworkable tactic is a dollar on the wrong side of return on investment.
Google, on the other hand, has not only embraced failure, but has also put it to work, especially when considering online marketing tactics. By releasing a quarterly failure report that showcases what the worst companywide failures were and how the company learned from them, it effectively builds a productive and growth-oriented culture around what not to do.
The notion that failure should be avoided at all costs is actually holding marketers back. Failure is a fact of life. And failed tests aren’t efforts to be circumvented but embraced, as they ultimately enable curiosity, development, and growth by allowing a company to take risks, drive deeper thinking, and outmaneuver the competition."
Read the full article here.