We like to think anything is possible and, sometimes, we even make good on our hubris.
With each passing year new products come to market that amaze us, not just through technological sophistication, but because they unlock desires and urges that we never knew we had. Alas, we often fail more than we succeed.
The most successful players fail the most. It’s a part of the price you pay when you set out to innovate. At places like Google, failure is almost a religion. Yet there is smart failure and stupid failure. Smart failure happens when you trek out into the unknown. Stupid failure happens when you ignore the rules. These four are the most important ones.