Smart brands know how to ‘fail fast’

Smart brands know how to ‘fail fast’

Words From: Mark 
Brandau, associate editor, 
Midwest

In the past few weeks I went from never having heard the business term “fail fast” to hearing it everywhere.

It came up when I interviewed former McDonald’s executive Ed Rensi at his startup chain Tom & Eddie’s and when I listened to Kathy Benning of Buffalo Wild Wings address the Marketing Executives Study Group.

Even if the term strikes me as new, the concept of businesses quickly correcting course when plans go awry has been around forever. So why

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