About
What is the risk of staying the same?
About
What is the risk of staying the same?
Fail Forward helps people and organizations cultivate the healthy relationship with failure needed to take bold risks, learn deeply, and break free from the status quo.
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
Hi. I’m Ashley.
I help teams build a healthy relationship with failure so they can take bold risks and maximize their learning. I started the world's first failure consultancy in 2011. Yup, the OG, that's me.
It's my mission to create kinder, braver learning organizations. Over the years, I've worked with teams from the UN to investment banks, been featured in Havard Business Review to Brené Brown.
When I'm not consulting or delivering talks and workshops, you can find me sparing at the Toronto Brazillian Jiu Jitsu Club, or in my garden - both places are great failure teachers.
Right now I'm playing with adding more heart (you know, like joy, wonder, awe, connection) into the learning process because those profound moments - the ones that shape who we are and how we relate to each other - are just…magic.