Failure is a taboo topic in marketing, yet teams struggled with feelings of disappointment, defeat, and underperformance. A fast-paced world where individuals are measured in terms of the goals met, the KPIs, and their commissions, we have become terrified of being pointed at, of becoming vulnerable to someone saying that we were not right. But that is the only way we truly learn. Reading Black Box Thinking by Matthew Syed, we dove into a trip of self-discovery - re-defining the concept of failure and how we react to it.