If you fly airplanes, perform surgery or work for the Department of Homeland Security, when you have a bad day somebody dies. Avoiding a mistake is all important.
For most of us, however, our success is rooted in finding ways to differentiate ourselves and our brands in a world that is ever noisier, overwhelmingly crowded and increasingly blurry. Without innovation–without nearly constant evolution and change–we risk falling behind, or worse, sinking into the sea of irrelevance.
For the work we do, safety is not found in dogged adherence to a process designed to guarantee a specific result; where variation is inherently what needs to be exposed and eradicated.
For most of us, the works that matters requires that we adopt a process that explicitly recognizes failure as an inevitable outcome. Anything less–anything seemingly safer–is too timid, too boring, too fundamentally devoid of the remarkable, to have a chance to make the impact we need.
Setting ourselves up for failure is precisely what increases our odds for success.