In the risk averse 21st Century, we are afraid to fail. But failure is such a part of success, it is almost a requirement for it. When we don’t fail often, we don’t succeed either.

Last weekend as part of the Live8 concert, Ricky Gervais of ‘Office’ fame did an anchor spot between two acts. In his spot he told us about a conference call between that had just occurred between Sir Bob, Bush and Blair … “They’ve agreed to quadruple aid … we can all go home!” … nobody knew what to say, to clap, to cheer, to cry, to disbelieve? It was in fact a joke … but a nerve-crunchingly embarrassing moment. It flopped big time, just too edgy. I talked with friends later about it and realised that the reason Gervais is so damn funny most of the time is that he lives on this knife edge of cringe and comedy. He fails often, very often. And when he succeeds, he makes “The Office” and it is impressive in spades.

We all should fail. It happens a lot in our lives. We should accept it. Massive lifelong stars like David Bowie started their careers with enormously embarrassing failures like “The Laughing Gnome”. Why doesn’t it happen in design innovation? Because currently its not acceptable to do anything that is ‘risky’ - i.e. that loses money . Failure is not seen as a path to success, rather the brand mark of irresponsibility and blunder. But I’m with Ricky Gervais, and Adam Ant - “Ridicule is nothing to be scared of”!

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