In business, failure is often treated as a dirty word. It is seen as a mark of poor judgment, lack of preparation, or weak execution. Careers stall because of it, reputations suffer from it, and companies spend enormous energy trying to avoid it. Yet, paradoxically, failure is also a critical driver of innovation. Without it, no new ground is broken, and no bold experiments take root.
The world’s most forward-thinking companies—Coca-Cola, Netflix, and Amazon—understand this paradox. They recognize that in a volatile, hyper-competitive economy, success is inseparable from the willingness to risk mistakes. What sets them apart is not a lack of failure, but their ability to learn from it, move past it, and even celebrate it.
Table of Contents
Coca-Cola: Breaking Free from the Shadow of “New Coke”
Coca-Cola is no stranger to failure. The launch of “New Coke” in 1985 is still remembered as one of the most notorious product missteps in corporate history. Intended to replace the original formula, the new version sparked public outrage and was quickly withdrawn. For decades afterward, that failure cast a long shadow over Coca-Cola’s culture. Managers became risk-averse, hesitant to propose bold ideas.
When James Quincey became CEO in 2017, he recognized this paralyzing effect. His message was direct: “If we’re not making mistakes, we’re not trying hard enough.”
- Reframing failure as progress: Quincey’s leadership was about removing fear from the decision-making process. Failure was reframed not as incompetence, but as evidence of ambition.
- Encouraging experimentation: Coca-Cola began to test new products, flavors, and packaging more aggressively, accepting that not all would succeed.
- Lesson for leaders: Cultural scars from past failures can limit growth for decades. Leaders must reset the narrative, turning mistakes into sources of resilience rather than fear.
Netflix: Why Too Much Success Signals Trouble
For most companies, having too many hits would be a dream. For Netflix, it was a warning sign. Reed Hastings, Netflix’s CEO, admitted that their cancellation rate for new shows was too low. “Our hit ratio is too high right now,” he explained. The logic was simple: if everything works, then the company isn’t experimenting enough.
- Encouraging creative risk: Netflix deliberately commissions riskier projects, embracing “crazy ideas” that may fail but could also redefine categories.
- Failing fast and cheap: By canceling shows early when they underperform, Netflix limits costs while freeing up resources for bolder bets.
- Global experimentation: The company invests in diverse markets (e.g., Korean dramas, Spanish thrillers), knowing some will fail while others become global phenomena (Squid Game, Money Heist).
- Lesson for leaders: A perfect success rate often hides stagnation. Failure signals that boundaries are being tested and innovation is alive.
Amazon: The Economics of Bold Bets
Few companies embody a tolerance for failure like Amazon. Jeff Bezos has long argued that bold experiments are inherently risky and bound to fail—yet essential for growth. In his words: “If you’re going to take bold bets, they’re going to be experiments… experiments are by their very nature prone to failure. But a few big successes compensate for dozens and dozens of things that didn’t work.”
- Big failures, bigger wins: Amazon’s Fire Phone failed spectacularly, but Amazon Web Services (AWS) became a multi-billion-dollar empire. Prime subscriptions also reshaped consumer loyalty despite initial skepticism.
- The portfolio mindset: By spreading risk across multiple experiments, Amazon increases its odds of creating breakthrough products.
- Failure as a teacher: Each failure generates insights that inform the next experiment, turning wasted capital into intellectual capital.
- Lesson for leaders: One runaway success can outweigh years of smaller losses. Risk-tolerant portfolios beat “safe” strategies in fast-changing markets.
Why Most Organizations Struggle to Embrace Failure
Despite these examples, most companies fail to build cultures that value mistakes. Why? Psychology and organizational design work against risk-taking:
- Omission Bias
People often choose inaction over action because failure from doing nothing feels less blameworthy. - Loss Aversion
Behavioral economists show that losses hurt about twice as much as equivalent gains please us. This makes risk-taking emotionally unattractive. - Career Risk
Employees fear that one failed project will damage reputations and promotion prospects, leading to a culture of caution.
These forces explain why innovation rhetoric is often louder than actual innovative action.
Case Studies Beyond the Big Three
Domino’s Pizza: Redefining “Failure Is an Option”
Under CEO Patrick Doyle, Domino’s went through a dramatic turnaround. Its 2009 campaign admitted that customers disliked its pizza and promised radical changes. Doyle often reminded employees: “Failure is an option.” This cultural shift energized teams to innovate on menu items, technology, and delivery. By embracing failure, Domino’s became a digital leader and boosted its global market share.
Smith College: Teaching Students to Fail Well
In academia, Smith College created a program called “Failing Well.” Students even received symbolic “Certificates of Failure,” teaching them resilience and risk-taking. The program reframed mistakes as stepping stones rather than dead ends—an approach businesses can mirror in talent development and training.
How Leaders Can Build a Failure-Positive Culture
1. Redefine Failure
Position mistakes as evidence of effort. If everything works, innovation is too safe.
2. Normalize Learning Loops
Encourage teams to reflect after every project—whether successful or not—and document lessons.
3. Reward Intelligent Risk
Differentiate between reckless mistakes and well-reasoned experiments that simply didn’t pan out. Reward the latter.
4. Lead by Example
Executives should openly share their own failures and the lessons drawn. Vulnerability builds trust.
5. Manage the Portfolio
Adopt Amazon’s model: balance many small, affordable risks with a few bold bets that could transform the business.
Practical Framework: The Three Types of Failure
Not all failures are created equal. Leaders should distinguish between them:
| Type of Failure | Description | Value | Response |
|---|---|---|---|
| Preventable Failure | Mistakes in routine, well-understood processes | Low | Root cause analysis; eliminate quickly |
| Complexity-Related Failure | Issues in novel or uncertain contexts | Medium | Learn patterns, refine processes |
| Intelligent Failure | Bold experiments designed to test hypotheses | High | Celebrate, learn, and scale insights |
Only the last category—intelligent failure—is the one leaders should actively encourage.
Why Learning from Failure Matters More Than Ever
- Pace of Change: Industries evolve too quickly for rigid plans. Experimentation is survival.
- Customer Expectations: Digital-native consumers demand constant innovation and personalization.
- Competition and Disruption: The risk of being too safe is greater than the risk of failing.
In today’s markets, not failing may be the most dangerous strategy of all.
Conclusion: Turning Setbacks into Strengths
Coca-Cola, Netflix, and Amazon demonstrate that failure is not the enemy of progress—it is a condition for it. Their leaders have redefined failure as evidence of ambition, created cultures where mistakes generate learning, and treated risk as a currency of innovation.
For business leaders, the message is urgent: stop fearing failure, start managing it. Build systems that reward intelligent risk-taking, and create a culture where people feel safe to try. Because in the end, the companies that learn fastest from failure are the ones that win longest in the market.