Failure Friday #1 with Dan Ward
Summary
We're trying something new in the Rosenverse: Failure Fridays! One Friday a month you'll have the opportunity to hear a story about something that went very wrong and learn from those mistakes. And let's face it: it's always more fun to learn from someone else's failure than your own! For our first foray into schadenfreude, we're joined by author Dan Ward... Dan Ward’s book LIFT is a playful introduction to flying machines from the late 1800’s and the inspiring people who designed, built, launched, and crashed them. It is also a serious guide to innovation for 21st century problem solvers, and it’s got a lot to say about failure. In this interactive discussion, get introduced to a handful of people who tackled the seemingly impossible challenge of human flight in the decades before the Wrights. They all failed – and their failures have a lot to teach us about experimentation, collaboration, creativity, persistence, and innovation. Failure Friday's aren't recorded—keep an eye on the Rosenverse and participate in the next one!
Key Insights
-
•
Failure is best defined as effort not producing the desired outcome, separating actions from identity.
-
•
Studying failure explicitly, as aviation pioneers did, accelerates innovation by identifying dead ends and promising directions.
-
•
Octave Chanute’s 1894 book documented 400 years of flying machine failures to guide future attempts.
-
•
National pride and geopolitics historically hindered data sharing and collective learning among aviation pioneers.
-
•
The Wright siblings included their sister Catherine as a key collaborator often overlooked in history.
-
•
Failure cake, a practice of gathering with cake after a failure, creates psychological safety and destigmatizes failure.
-
•
Celebrating the attempt, not failure itself, incentivizes boldness and risk-taking within teams.
-
•
Experiments should be framed as learning opportunities; even negative results provide valuable data.
-
•
Language choice around failure matters and should fit the cultural and contextual environment.
-
•
Clear definitions of success and intended impact are essential to meaningfully assess outcomes and failure.
Notable Quotes
"Failure is when effort did not produce the desired result, not putting in the effort in the first place."
"Failure is an outcome, not an identity. I may have failed, but I am not a failure."
"They studied their failures, faced them directly, and used those learnings to shape the next experiment."
"We can stop gluing feathers to wings and flapping wings; static wings are the way to fly."
"Fear, lack of data, and geopolitics kept engineers from sharing valuable failure information."
"We eat failure cake together, discuss what we learned, and plan what to do differently next time."
"We’re not celebrating failure. Failure sucks. We’re celebrating the attempt and boldness."
"The worst thing that could happen is we get cake. That changes how boldly a team tries."
"We do experiments not to make things work but to learn something new."
"Innovation is novelty with impact—something new that makes a meaningful difference."
Or choose a question:
More Videos
"Take your cross-functional partners out to lunch. Build relationships because people don’t resist change; they resist what they don’t know."
Greg PetroffSoftware as Material—A Redux
June 6, 2023
"Who do you see? Who do you not see? Why do you not see them?"
Brendan JarvisFraming Tomorrow by Questioning Today
June 8, 2022
"Put all product screenshots together to clearly show that different products look different and must feel like one company."
Prerna MakanawalaAchieving Balanced Design Consistency
June 9, 2021
"In Web 2.0, a small group sets the rules and most people just play within them."
Tricia WangFrom Users to Shapers of AI: The Future of Research
March 25, 2024
"Pro-social gaming is about designing for positive social interactions that contribute to thriving communities."
Cheryl PlatzEmbrace Your Fun Factor: Game Development Best Practices for Product Design
January 9, 2026
"I think we all know no matter if you’re new to this work or you’ve been doing it for years, we’re always still learning."
Ariel KennanTheme Two Intro
November 17, 2022
"Values conversation is less threatening when framed as wanting to understand why we're doing this project or why we're here."
Tricia WangThe most popular design thinking strategy is BS
January 27, 2022
"This circle represents the size of IBM, 385,000 IBMers. The CIO team is only 3% of that, and our design team is just 1% of the CIO."
Kristin WisnewskiMeasuring What Matters
October 23, 2019
"Facilitating a shared understanding among everyone on product takes a lot of time."
Scott Jensen Sarah Delaney Carmen LiuShort Take #2: UX/Product Lessons from Your Industry Peers
December 6, 2022
