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Failing Forward

If you want to achieve significant growth in business, there’s only one way forward, and you’re not going to like it: Failure. That’s right. Failure. You want to fail fast, fail often, and fail meaningfully. That’s how we’re challenged to learn, grow, and overcome – and that’s when see our best results.

Thought Leadership Leverage has a golden rule for our clients: keep moving forward. When designing thought leadership solutions, it’s essential to continually iterate, test , and adjust based on your results. We call it “failing forward,” and it’s a process that’s essential to success.

The cycle of failing forward has five tenets:
● Fail often and fail fast.
● Don’t create in isolation.
● Provide value for money.
● Be ready to succeed; and
● Only do what you love.

These tenets keep your process adaptive and responsive to your client’s needs and ensures that you are designing on the cutting edge. So, how do you integrate these tenets into your content design process?

First, “fail often and fail fast.”

When you are working on a new product, don’t be afraid to take a risk. Push the boundaries of your content and don’t worry about reining yourself in. If you find that leads you to a dead-end, don’t be afraid to abandon one path and try another.

Our second tenet is, “Don’t create in isolation.”

TLL encourages clients to test new content and products with their existing clients. By organizing a Customer Advisory Council, TLL can help you present new products, test strategies and directions, and get feedback on your latest and greatest ideas.

Three: “Provide value for money.”

It’s important to design products that fulfill a need and move the needle on the customer’s business. When you are asking for feedback, take time and discern your customer’s needs. Focus on that, throughout your iterative process.

“Be ready to succeed” is our fourth directive.

Lay the groundwork for your success by doing research and understanding the landscape of products that might complete with your new designs. Anticipate the needs of your clients, differentiate your brand, and position yourself to be your client’s first call.

Finally, the fifth – and most important – tenet. “Only do what you love.”

You’re the expert. You’re creating exceptional content with a keen understanding of your customers and a unique point of view. Your passion is your content! Leave the nuts and bolts to us. TLL can provide you with video producers, web developers, organizational developers, and marketing consultants. We have a team of knowledgeable specialists to handle the details, so you are free to focus on what you do best.

Remember, the more you fail, the more you grow, and the more you move forward.

Peter Winick has deep expertise in helping those with deep expertise. He is the CEO of Thought Leadership Leverage. Visit Peter on Twitter!

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