Stop failing and start 'flearning'

23 Mar 2015 2:06 PM | Louise Stokes
One of the least discussed components of success is failure and the crucial role it plays in turning loss into achievement.

Flearning – failing + learning – may not exactly be the new black, but it’s definitely in fashion. So what’s the value in organisations sharing the details of when things go wrong, and how do you fail smart, not dumb?

When Ben Rennie’s multimillion dollar clothing business failed in 2004, he didn’t speak about it with anyone for two and a half years, not even close family and friends. “I no longer had something cool and interesting that people wanted. I thought, if I don’t have that, what do I have?” says Rennie.

Fast forward to 2012 and Rennie is organising and taking the stage at Australia’s first “FailCon” in Sydney. To an audience of 300, he shares how he woke up one morning to an email telling him his company had lost its distribution rights, sending his business from an A$5 million to an A$1.2 million per annum venture overnight. FailCons, where conference speakers share their business stuff-ups and what they learned from them, are enjoying international popularity. “Since we went global in 2012, we’ve produced more than 25 events in more than 15 cities around the world,” says Cass Phillips, FailCon’s San Francisco-based founder.


So why all the fuss about failure?

“When the global financial crisis hit it forced people to be more entrepreneurial, to create jobs for themselves,” says Rennie, now managing director and co-founder of 6.2, a digital strategy and design firm. “That involves much more risk than being an employee, so you need to embrace the idea it might not work.” In addition, while innovation is celebrated, any creative process involves risk-taking and failure. And “failure” is still an uncomfortable proposition in many workplaces. But rebranding failure with a positive spin can help.

The term “flearning” (failing + learning) aims at just such a rebranding. The term was coined after the 2012 FailCon, in a brainstorming session led by Mick Liubinskas, co-founder of business incubator Pollenizer. Now it’s a Twitter hash tag and web domain name, and even a syllabus title in some entrepreneur training courses, and you’ll find Liubinskas’s “proud #flearns” publicly listed on his LinkedIn profile.

While a positive reframe is important, it will take more than clever catchphrases before the average senior manager – with objectives to deliver on – feels comfortable allowing his people to fail. “People know that you have to let people fail to increase innovation, but there’s a knowing-doing gap,” says Doug Sundheim, a New York-based executive coach and author of Taking Smart Risks (McGraw-Hill).

Alex Malley, chief executive of CPA Australia, doesn’t shy away from giving people permission to fail. In the process of trying to achieve great things some things may go wrong, says Malley, who actively recruits people who can be open about their mistakes. “If someone claims to be mistake free, I’d rather they work for someone else,” he writes in his recently released book The Naked CEO (Wiley).


Alex Malley will be the opening keynote address at AuSAE Conference and Exhibition. Early bird pricing for this two day event ends on March 31. To see the full program please click here.


This article first appeared on INTHEBLACK.

Strengthening Trans-Tasman Connections: AuSAE and Tourism New Zealand Business Events Renew Partnership

Association professionals across Australia and New Zealand have even more reason to explore trans-Tasman opportunities. AuSAE is proud to announce the renewal of its longstanding partnership with Tourism New Zealand Business Events, celebrating 11 years of collaboration.

For over a decade, this partnership has strengthened connections between the two countries, helping associations expand networks, share knowledge, and deliver world-class events.

Toni Brearley, CAE, Chief Executive Officer at AuSAE, said:

“Our partnership with Tourism New Zealand Business Events has opened doors for association leaders to plan unforgettable events and connect with peers across the Tasman. Together, we’ve created opportunities, shared knowledge, and elevated the experiences of our members and their delegates. This partnership reinforces our commitment to fostering strong trans-Tasman collaborations, helping associations innovate, grow, and deliver outstanding value to their members.”

Helen Bambry, Business Events Manager at Tourism New Zealand, added:

“Partnering with AuSAE means we can directly support association professionals in bringing their next international business event to New Zealand – offering assistance, funding, and support to ensure exceptional experiences for both organisers and delegates.”

Watch the Tourism New Zealand Business Events video

What this partnership means for you

For Australian associations:

  • Receive expert guidance and support to bring conferences or member events to New Zealand.
  • Access funding assistance through Tourism New Zealand Business Events.
  • Expand your network and build partnerships with New Zealand peers and industry leaders.
  • Deliver international experiences for members and delegates just across the Tasman.

For New Zealand associations:

  • Strengthen professional connections with Australian association leaders through AuSAE’s network.
  • Share expertise and collaborate on professional development, governance, and member engagement initiatives, and more.
  • Gain visibility within the broader association community in Australia and New Zealand.
  • Access opportunities to host international association events and delegates in New Zealand, boosting local engagement and knowledge exchange.

About AuSAE:

The home for association professionals, the Australasian Society of Association Executives (AuSAE) is the leading - and only not-for-profit, member-based - organisation supporting association professionals in Australia and New Zealand. For 70 years, AuSAE has been a trusted partner for those working in associations, providing professional development, support, and networking to help association leaders achieve organisational goals, advance their careers, and strengthen the wider sector.

About Tourism New Zealand Business Events:

Tourism New Zealand Business Events provides expert guidance, funding, and support to attract conferences, incentives and corporate events to New Zealand.

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For more information about AuSAE, please contact Toni Brearley, CAE:
Toni Brearley, CAE
Chief Executive Officer, AuSAE
E: toni@ausae.org.au
T: + 61 458 000 155

To apply for funding and support to host a conference in New Zealand contact Helen Bambry:
Helen Bambry
Business Events Manager, Tourism New Zealand
E: Helen.Bambry@tnz.govt.nz
T: +61 415 933 325


The Australasian Society of Association Executives

Contact us:

Email: info@ausae.org.au
Phone: 1300 764 576 (within Australia)
Phone: +61 7 3268 7955 (outside Australia)
Address: Unit 6, 26 Navigator Place, Hendra QLD 4011, Australia