There is no doubt that failure adds drama and as such, creates value. Just how often do chase films resort to the the old cliche of the driver choosing the wrong road, failing to acknowledge the sign reading "DANGER, works in progress", and ultimately flying off the side of a cliff. Just imagine how lifeless that scene would be if the road had just lead to a perfectly usable road. BORING! Of course the Hollywood version, airborn vehicles land on their feet and carry on, leaving those in pursuit scratching their heads, but in reality, I can imagine a far less opportune ending. So whereas the Feedback Toolkit I was gunning for might be extremely useful for a wide range of companies, I picked the wrong company, like choosing the wrong fork at an intersection. For the purposes of this study, it set off a panic because I was not so certain that I could land my a new concept in the small window allotted. Admitedly, thats my fault for not approaching my case study until the end of