About the Book

TIME-PROVEN TECHNIQUES FOR REDUCING RISK AND IMPROVING PERFORMANCE IN MISSION-CRITICAL BUSINESS ACTIVITIES

• Proven in high-stakes, high-risk environments--from defense to healthcare
• For business functions ranging from marketing to HR, R&D to M&A
• Indispensable for all executives, entrepreneurs, strategists, and product managers

This guide brings together simple, risk-free, and low-cost ways to break cycles of business failure and underperformance. These techniques aren't new or trendy: they've repeatedly proven themselves in mission-critical disciplines ranging from manufacturing to space exploration, with lives and billions of dollars on the line. They work. And they'll work for you, too.

First, you'll learn how to use well-proven Failure Mode and Effects Analysis (FMEA) techniques to anticipate potential failure points before you introduce products, implement strategy, or launch marketing campaigns. Next, utilizing Root Cause Analysis (RCA), you'll learn to uncover the root cause of business problems, so you can solve them once and for all. Third, you'll discover how to use an Early Warning System (EWS) to identify "driver" variables in your business, gaining timely and actionable insights without complex predictive modeling.

Whatever your role in decision-making, leadership, strategy, or product management, Breaking Failure will help you mitigate risk more effectively, achieve better results--and move forward in your career

When lives are on the line, when billions of dollars are at risk, failure is not an option. That's why industries such as aerospace, chemical engineering, and healthcare have pioneered world-class methods for identifying, anticipating, and mitigating failure. In Breaking Failure, Alexander D. Edsel helps you adapt these proven techniques to the realities of your business.

You'll discover how to plan more effectively for contingencies, and how to uncover and address the root causes of poor performance in business functions ranging from marketing to hiring. Equally valuable, you'll learn how to systematically improve your situational awareness, so you can uncover problems before they damage relationships, brand reputation, or business performance.

Adapted to be 100% practical and actionable, these techniques will help companies of all sizes, in all markets. As you move towards greater speed and agility, they will become even more indispensable.

A practical, systematic approach to "Breaking Failure" in your company

• Use Problem Framing to overcome the human bias towards thoughtless action
• Use Failure Mode & Effect Analysis (FMEA) to anticipate problems, prioritize risks, and plan corrective actions
• Use Root Cause Analysis (RCA) to identify true causes of failure in any process, product, or project
• Use an Early Warning System (EWS) to quickly recognize signs of underperformance
• Use Pre-Planned Exit Strategies and Exit Triggers to end failure and underperformance issues you can't fix

About the Author: Alexander D. Edsel is the Director of the Master of Science in Marketing program for the Naveen Jindal School of Business at the University of Texas at Dallas, where he has been a faculty member for more than 12 years. In addition, he has more than 20 years of product management and marketing management experience in both B2B and B2C markets in the chemical, high-tech, and healthcare fields while at Bayer, Compaq, and WellPoint. His original work and research on failure and underperformance began in 1996 and was first published in March 2011 with an article that appeared in the Product Development Management Association's Vision magazine. Edsel holds both MBA and JD degrees. In his spare time, he loves to read nonfiction books, spend time with his family, and explore additional failure mitigation techniques at his blog at www.breakingfailure.com.