There has been a lot of talk in the creative media about the rising value of failure. “Fail harder,” “Don’t be afraid of failure,” “The Best Learning Comes From Failure.” Here, here, here. The message has become so prevalent that failure has become an objective. All of this attention to failure seems misguided based on a handful of perpetuated myths.

Myth 1: To achieve any meaningful objective you must risk failing.

Patently untrue. Expertise in a discipline, mastery of craft, experience and intuition takes most of the risk out of any endeavor.

Myth 2: What I’m doing has never been done before.

Likely untrue. True innovation in modern marketing is scarce. This doesn’t mean that we don’t try to break new ground, or invent, but nearly every initiative can be evaluated with a fair amount of objectivity prior to a launch. Does that mean that only experts can innovate? No, but any innovator has learned from scanning the landscape of marketing by years of experts.

Myth 3: We learn best from failure.

We don’t learn ‘best’ from failure, we learn ‘hardest.’ Meaning that there are real ramifications and accountability for our actions. You can learn that the stove is hot by touching it, or from someone that knows the stove will burn you. Learning from failure is not an objective or a noble task; it’s just good business.

Myth 4: Failure is a black and white outcome.

All “failures” lie on a continuum. Did you not garner the response that you wished on that direct mail campaign? How much did you miss by? Are you able to adjust your strategy to increase your response? 

Myth 5: We need to do something risky to gain attention.

Now we’re talking. Whenever we hear this, it generally means that the client is scared to tell the truth about their institution because of a lack of confidence or need in the market place. If you tell the truth about your organization, there is no risk, there is just truth. But you have to tell the truth. 

Myth 6: I can’t work scared. 

You’re right, that’s no way to live. Consistently fearing to fail leads to paralysis. So if we can’t take huge risks and flyers all the time and we can’t work in a straight jacket, what does that mean? Live INFORMED. Be observant. Be truthful. It’s the can’t-get-anything-done-to-reach-an-audience-coughing-sniffling-sneezing relief medicine.

Myth 7: I don’t have time to experiment.

Make some. If you’re trying to make mistakes, you’re experimenting. Experimentation allows for controlled failure. 

There was a time (not so long ago) when the charge was to do perfect work. “Not failing” doesn’t means we’re being less creative. It means we’re working with diligence, ingenuity, discipline and humility. Taking amnesty for failing seems to run counter to doing our very best for our clients. They shouldn’t stand for it, and neither will we.

PS: I appreciate innovation and experimentation as much as anyone you know. I push our team to go in directions that are new and dangerous that are in the best interests of our clients. Awarding trophies for failing is reckless and naive, but that’s just me.

-Sam Waterson is the Executive Vice President and Creative Director of Richard Harrison Bailey/The Agency. Follow him on Twitter @slwaterson.