Failure. It’s a word that makes most people uncomfortable. We avoid it, downplay it, sometimes even deny it, and do everything we can to prevent it. But in reality, failure is one of the most powerful tools for growth—if we learn how to use it.
Redefining Failure
In both kitchens and boardrooms, failure is inevitable. A soufflé collapses. A business deal falls through. A launch doesn’t go as planned. But what if failure wasn’t the end of the road, but rather a crucial step in the process? The most successful leaders and chefs alike don’t fear failure—they embrace it as an opportunity to learn, iterate, and improve.
One of the most pivotal learning experiences at Shutta was the near-catastrophic failure of our Location Missions feature. Designed to revolutionize engagement for tourism and retail clients, make offline-to-online attribution possible, and fun and free to use for users, it seemed poised for success—until real-world testing revealed major usability flaws. Users struggled with navigation, the backend couldn’t handle scaling, and the experience was riddled with friction. The launch was becoming a high-profile disaster.
Following a rigorous post-mortem, we made the difficult but necessary decision to scrap the product entirely. Rather than doubling down on a flawed concept, we pivoted. We shifted our focus to accepting RFPs for application development and performance marketing projects, leveraging our strengths in software development and digital strategy and execution. Over the next two years, this strategic shift transformed Shutta from ‘just another’ social media app into a full-service digital transformation company. What initially felt like a failure turned out to be the catalyst for our most significant evolution.
The Business of Failure
In business, some of the greatest success stories began with spectacular failures. James Dyson built over 5,000 prototypes before perfecting his first bagless vacuum cleaner. Steve Jobs was fired from Apple, only to return years later and transform the company into a global powerhouse. These are not exceptions—they are proof that failure, when analyzed and leveraged correctly, is a precursor to success.
Since our disastrous failure back in 2018, we apply Hypothesis-Driven Design (HDD) in our digital transformation projects. The entire premise of HDD is built on structured experimentation—testing, learning from failures, and refining until we reach the best solution. Without failure, there would be no innovation. The same principle applies to any field. The key is to create an environment where failure is seen as a stepping stone rather than a stumbling block.
The Other ‘F’ Word
At Shutta, we believe in fostering a culture of resilience and support, and this starts from day one. Every new team member, from seasoned professionals to bright-eyed interns stepping into our Ajax Academy program, is given what we affectionately call the “You will F up speech.” This may seem counterintuitive, especially in cultures where failure is stigmatized and associated with shame, such as in Vietnam. However, we firmly believe that acknowledging the inevitability of failure is the first step towards building resilience.
In the fast-paced world of business, much like the high-pressure environment of a professional kitchen, things don’t always go according to plan. Mistakes happen, and they happen to everyone. By openly acknowledging this reality, we aim to remove the fear and shame associated with failure, encouraging our team members to take risks, learn from their mistakes, and bounce back stronger.
During the “You will F up speech,” I explain that failure is not only inevitable but also a valuable learning opportunity. I often share stories of my own failures, both big and small, to demonstrate that even experienced leaders make mistakes. This helps to create a sense of camaraderie and shared vulnerability, fostering an environment where team members feel comfortable admitting their own shortcomings and seeking help when needed.
Joining our company means embracing a culture where failure is not seen as a personal weakness but as a natural part of the learning process. We encourage our team members to take ownership of their mistakes, learn from them, and move forward with a renewed sense of determination. Just as important, we emphasize the importance of teamwork and mutual support, recognizing that we succeed or fail together as a collective unit, much like a well-oiled kitchen brigade.
How to Fail Forward
Fostering resilience isn’t just about onboarding—it’s a continuous process embedded into our daily operations. We reinforce this growth mindset through regular team retrospectives, where both successes and setbacks are openly discussed as learning opportunities. Every project review includes a structured post-mortem, ensuring that failure is never hidden but instead analyzed and used to drive improvement.
Mentorship plays a crucial role as well; senior team members actively guide newer employees, sharing their own experiences of failure and recovery to normalize setbacks as part of growth. We also celebrate experimentation through our internal “Lessons Learned” sessions, where we discuss not just wins but also challenges we overcame. By consistently reinforcing that failure is a stepping stone rather than a roadblock, we maintain a culture where innovation thrives and resilience is second nature.
Failure only becomes destructive when we don’t extract the lessons it offers. Here’s how to embrace failure productively:
- Separate Emotion from Analysis – It’s natural to feel frustration after a failure, but emotions can cloud judgment. Step back, take a breath, and analyze what went wrong objectively.
- Conduct a Post-Mortem – Whether it’s a failed dish, a botched project, or a lost client, reflect on what led to the outcome. What could have been done differently?
- Reframe the Narrative – Instead of viewing failure as a personal shortcoming, see it as data. Every mistake contains valuable insight for future decisions.
- Encourage a Culture of Experimentation – The best teams aren’t afraid to take calculated risks. When failure is seen as part of the innovation process, people are more likely to push boundaries and create something great.
- Move On and Apply the Lessons – Learn, adjust, and try again. The only real failure is refusing to get up and get back to it.
Bouncing Back
Failure isn’t fun, but it’s inevitable. The best chefs burn dishes. The best leaders make bad calls. The best innovators scrap entire projects. The common thread? They leverage those setbacks to fuel their growth. So the next time something doesn’t go to plan, ask yourself: What is this failure teaching me? This shift in perspective is the cornerstone of resilience and the key to unlocking your future triumphs.