As innovation practitioners, we see failure every day, and we can tell you exactly what drives us nuts about it.

It's how poorly failure is understood — even by people who have a great deal at stake. We can't tell you how many times we've heard someone who should know better tell us, in effect, "I know failure is part of innovation," and then demonstrate that they don't really embrace it. It's like the common observation in the food industry that consumers "talk thin and eat fat." The "say/do" ratio is way out of whack in both cases.

Read the entire post at Harvard Business Review>>