Which company does not encounter failure and does not embrace it. This means that a company can create unanticipated mistakes within their business, and the option the company has to fix the problem is to learn from that mistake and find ways to better improve their business. For example, IDEO encountered some issues within the company that they had to contend with. One such problem occurred in innovation processes where the cost and time required to prototype a product made customer involvement a priority. This was a problem for the company because the designers were focused on perfecting a product that could potentially lead to cost and time overruns. One of the ways IDEO solved this problem was to organize mandatory meetings with customers where all these problems would be discussed and resolved. Companies that stick to the concept of “embracing failure” can potentially lead to successful outcomes as long as they look for appropriate ways to find solutions when there are signs of failure in their processes.