About
helping people reach their full potential
Use failure to build trust, improve performance, and inspire new ideas.
About
helping people reach their full potential
Use failure to build trust, improve performance, and inspire new ideas.
We believe our relationship with failure unlocks our full potential, or keeps us from ever realizing it.
A healthy relationship with failure is fundamental to resilience, innovation and building competitive advantage.
Failing well is key to success.
But don’t take it from us.
Company Milestones
2010
Lead the annual Engineers Without Borders Canada Failure Report
Launch AdmittingFailure.org - with a TEDtalk and all! The successes and failures of that project provide the learning and inspiration for Fail Forward
Launch Fail Forward - the world’s first failure consultancy - with investment from Suncor Energy Foundation
2012
United Nations IFAD becomes multi-project, multi-year client
Fail Forward wins Harvard Business Review and McKinsey Innovating Innovation Challenge
Speak at SXSW with design thinking giant IDEO
Featured in The New York Times, Wall Street Journal, Public Sector Digest, CBC
2014
Host Canada’s first failure conference
Keynote for 100kin10, the Federations of Canadian Municipalities, the Conference Board of Canada, Creative Mornings
Lead Operations and Innovation for Localize technology startup
Featured in Harvard Business Review, World Economic Forum, Fast Company
2016
Begin multi-project, multi-year engagements with numerous departments of the Canadian Federal Government and Greenpeace
Keynote Mozilla’s speaker series, Municipal Innovators Conference
Featured in Brené Brown's Rising Strong, Flare, the Financial Times
2018
Launch our Train-the-Trainer program
Keynote for the Hong Kong Jockey Club, Evergreen Future Cities Summit, Asian Development Bank
Published in Forbes
2020
Interviewed on The Agenda with Steve Paikin
Launched multi-year culture change initiatives with Canadian and US government agencies and European-based technology company
Developed a fully virtual option for all our services
2022
Published in Fast Company
Started offering services to help clients find and kill low-value work (the #1 most under-appreciated organizational competency needed for innovation) and build healthy, psychologically safe teams (to address high stress and low engagement)
2024
Our favourite podcast interviews to date, reflecting a decade of working with failure:
One discussing the emotional experience of failure
The other on what a healthy relationship with failure looks like
Bio
Not many would call themselves Failure Experts. I do.
And with great pride.
Bio
Not many would call themselves Failure Experts. I do.
And with great pride.
ASHLEY GOOD
CEO and Founder,
Fail Forward
My Bio
Ashley Good, founder of Fail Forward, the world’s first failure consultancy, supports people and teams to create kinder, braver, learning organizations. A winner of the Harvard Business Review/McKinsey Innovating Innovation Challenge, Fail Forward helps businesses, governments and non-profits harness their failures to learn, innovate and build resilience. Before launching Fail Forward, Ashley worked in Cairo with the United Nations Environment Programme and as a management consultant in Vancouver.
She is a half-ironman triathlete, has dreams of one day becoming a great bicycle mechanic, and earned her Bachelor of Science from the University of British Columbia with honours.