The F-Word and Why You Should Feel Free To Use It

A few months ago, I introduced one of my least favorite f-words to the 10x Cohort: Fear. Today, I’m bringing out another whopper.


Does it make you cringe? Feel like the end of the world? Like a loser?

A lot of founders, CEOs, and entrepreneurs hate that word—mostly because they don’t use it correctly.

After all, there’s a reason why only a handful of companies make it big, and the rest don’t. It’s because for every one way there is to succeed, there are a hundred ways to fail. Bad ideas, poor execution, poor team chemistry, and not having the courage to try in the first place—all spectacular ways to fall off the radar.

Successful businesses accept failure as a very real option. Jeff Bezos has admitted that Amazon Prime looked horrible on paper, yet he knew they had to try it (things seem to have worked out). Airbnb almost didn’t make it out of bed. Reddit literally “faked it ‘til they made it.”

Trust me. I’ve been there, too. Remind me to tell you about my $20,000 mistake.

As I (and several successful CEOs and founders apparently) see it, failure is only an f-bomb if you don’t experience it and then learn from it. It isn’t a test. It’s a tool. When used appropriately, it can help you learn how to pivot and prioritize. Quickly.

So let’s treat it as a tool. Think about your last project that didn’t go so hot.

  • What did I love about it?

  • What did I learn from it?

  • If I had to do it all over again, would I?

While the meat of this tool is in the first two questions, the gravy is in #3. Consider your “no” answer carefully; by saying no, you are also saying that the endeavor taught you absolutely nothing—not even the wrong way to do so something. It’s a rare failure that doesn’t present you with something you didn’t have before—even if it’s just humility.




We have the tools in The Lions Pride that can help you 10x your business and your life right now—a lot of which I haven’t made public yet. If you are wrestling with a business challenge, and you’re not sure if I’m the guy who can help, remove all doubt and ask me. I don’t bite—but failure sure does. If my experience, tools, courses, and cohorts aren’t what you’re looking for, you’ll know it. And if they are, you’ll be well on your way to finding what you need. Schedule a discovery call here. [Hint: It’s completely free]

10x Your Day

We can learn some of our best lessons through failure. Today, embrace the f-word in all its glory. List your biggest Failures and your Favorite lessons learned. Send them to me so I can celebrate your pivot toward success.

10x Your Week

While failure is a useful tool, it’s not the tool I’d choose to run your business. If you’re looking for taught-and-tackled, proven, easily implementable tools that 10x your business and your life, tools like our 10x Accelerator Operating System set you up to succeed (instead of the f-word).

  • Clarify your core messaging. Learn to use words that resonate throughout your company and your customer base.

  • Define your customer avatar. Discover your Perfect Customer and how to reach, engage, inspire, and capture leads.

  • Turn your company values into verbs. Translate your company vision into strategies and tasks that activate your brand.

  • Get your goals in one spot. If anyone on your team needs to know where your company is headed—and how they help—they only need to look in one place.

  • Bring your best players to the table. Harness the collective talent of your strongest employees engaging them in the process. You’ll increase buy-in—and decrease your workload—in one swoop.