“But how does IDEO keep up its enviable reputation with all of that failure? The answer is simple. Most of IDEO’s failures happen behind closed doors. And they happen through disciplined, iterative teamwork that draws on multiple areas of expertise. IDEO’s also a place where company leaders—starting with the visible David Kelley exhorting teams to fail fast and often—have worked hard to build an environment of psychological safety for risk-taking.”