“We want to fail fast, fail often.” I hear clients say all the time. This is no doubt repeating what they have interpreted from popular innovation books, when discussing their product pipeline.
I disagree completely.
Every product idea requires development team effort. Teams consume more resources as they go through the development process. Development resources are among the most precious of all corporate resources. They are extremely finite, have a long gestation for their work and create the soul source of future revenue for the company. One bad bet could sink the company. A project failure means you have wasted time. There is certainly no room for failing often.
Instead, your mantra should be “Never Fail” with the tagline: “…with projects, but fail regularly with options.” Approach every project with the mentality to succeed. However, this assumes that the team will not pursue a singular solution option from the start
Fail on Options
At every decision point on a project, consider a minimum of three options. In addition to this, the team should never jump ahead more than one critical decision at a time. Teams can’t focus on a singular solution or jump ahead to a defined solution. Doing so increases the likelihood that a product will eventually fail.
It is the options at every decision point that fail fast and fail often. Therefore, the amount of failure should exponentially increase in proportion to the number of people working on the project. Every designer should be studying a myriad of options for all of the solutions they are responsible for at every decision point.
Let’s take buying a house as an example. One of the first decisions you’re going to make when buying a house is where you want it. Unless somebody gave you some property or you have your mind set on an exact lot, there are a myriad of options for exactly where your next house could be. Multiple factors impact the location: proximity to work, distance to amenities, closeness of relatives and so on. For every home location option, each one of those factors have a better “rating.” Over time, you will narrow down to the city and neighborhoods that are options.
The process will proceed when one chooses a location. Every other location “failed,” but the home buying project did not. However, if you blindly chose the house without regards to location and then discover after closing that it was too far from many destinations, the project failed. You are regretfully stuck in a home would rather not be in.
Your Project House
Every decision about the project should have multiple options that are studied, feasibility conducted and alternative solutions partially developed. Only one option makes it to the next step of project maturity. The next decision should also have multiple options.
If a project fails, it usually means that due diligence was not done on a previous decision or that the development team took to long to introduce the product to the market. Never take the approach that you want to project to fail. You certainly don’t want to fail often. Instead, you want to kill a near infinite number of options on your way to project success.