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When is a failure not a failure?
According to Johanna Guttmann, organiser of the Museum of Failure exhibition in Washington DC, what we consider a failure is really a matter of personal opinion.
The idea for the first Museum of Failure exhibition originated in Sweden in 2017.
It showcases products and innovations from a variety of countries but the majority are from the US.
Even major brands have been known to get things wrong.
Starbucks introduced a coffee and olive oil drink that had customers rushing to the toilet - that didn't last long.
Under the Trump brand, a Monopoly style game was just too complex for anyone to play, and even the popular Oreo biscuit ran into problems when it decided to introduce some new flavours.
Failing is frequently an important step on the path to success and innovation.
Guttmann believes understanding this is one of the goals of the exhibition.
Visitors to the exhibition are encouraged to share their failures, whether large or small, adding notes to a board.
However, people still appear reluctant to share their failures or their lack of success.
Could it be that these days failure can become all too public through social media?
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