This publication contains my personal views and not necessarily those of my clients. Since I am a lawyer, I do need to tell you that this publication is not intended as legal advice or as an advertisement for legal services.
Host a Failure Party

In New York City’s glittering social scene, I’ve never heard of a failure party.Apparently, you have to be on the A-list in Indianapolis to be invited to one.

In 2004, The Wall Street Journal published an article on Eli Lilly’s failure parties.These parties were started in the early 1990s by W. Leigh Thompson, who used them “to commemorate excellent scientific work, done efficiently, that nevertheless resulted in failure.”According to the WSJ,

Lilly has long had a culture that looks at failureas an inevitable part of discovery and encourages scientists to takerisks. If a new drug doesn’t work out for its intended use, Lilly scientistsare taught to look for new uses for a drug.

As part of this effort, Lilly developed “a formalized and thoughtful process in which it reviewed failures more honestly, more deeply and started the process sooner than anyone else.”  This is a very sensible response to what is reported to be the 90% failure rate for most experimental drugs.

By taking a creative second look at what was originally considered a failure, companies have salvaged their investments and been able to bring profitable innovations to market:

  • Viagra was originally developed to treat angina (severe chest pain).
  • Evista, now a $1 billion-a-year drug for osteoporosis, was a failed contraceptive.
  • Strattera,a drug for attention deficit/hyperactivity disorder, was first conceived as an antidepressant.
  • Post-It Notes were intended to be an improvement on adhesive tape and ended up creating an entirely new product line.
  • Scotchgard was created for airplane fuel lines, but was re-purposed as a stain repellent.

Have you gone back to see where a well-conceived project went off the rails?  Can it be re-imagined for another useful purpose?  Innovation isn’t just about that initial brilliant idea.  Sometimes, it’s about a brilliant comeback plan.

[Hat tip to Matthew Cornell for forwarding an article on learning that mentioned Failure Parties.]

[Photo Credit:  frippy]

  • http://www.matthewcornell.org/Matthew Cornell

    Glad you liked it! Great post.

  • stevematthews

    Inspirational thoughts Mary. Along with Seth Godin's death spiral post today (more uplifting than the title sounds…) , we all can do well by re-evaluating past experience, or forging new paths.

  • VMaryAbraham

    Thanks for your help, Matt.

    - Mary

  • VMaryAbraham

    You're so right, Steve.Thanks for the tip about death spirals.

    - Mary

  • http://blog.threestarleadership.com/Wally Bock

    Good post. I prefer that we see trials as experiments, not as things with successes and failures. That way we can focus on what we learned instead of who won or lost.

  • matthewcornell

    Definitely! In fact, I'm creating a philosophy based on treating everything in life as an experiment. I'm calling it “Think, Try, Learn: A scientific method for discovering happiness”. We'll be updating http://www.thinktrylearn.com/ in the near future. FYI

  • VMaryAbraham

    Wally -

    The “experiment” approach is exactly right.That allows us to achieve
    continual improvement by learning even where we don't accomplish quite what
    we were expecting.

    - Mary

  • VMaryAbraham

    Matt -

    This sounds terrific.Please keep all of us posted on your progress.


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