In this episode of We All Make Mistakes, Professor Ben Voyer welcomes Marie Taillard, professor of marketing and creativity at ESCP Business School. Renowned for her expertise in intercultural communication and digital transformation, Taillard shares a dynamic mix of academic wisdom and actionable tips on embracing mistakes, unlocking creativity, and daring to innovate.
Drawing on her extensive work with global brands, Taillard shares how embracing failure can fuel creativity, drive marketing strategies, and help individuals and organisations achieve transformative success. Her insights challenge us to rethink how we view errors and inspire us to approach creativity with audacity and confidence.
Mistakes as opportunities for growth
For Taillard, mistakes are not just inevitable—they are crucial for growth and creativity. Reflecting on her personal journey, she admits to being a perfectionist in her earlier years, striving to avoid errors at all costs. However, her perspective evolved into a “test-and-learn” approach, where mistakes became learning opportunities rather than setbacks.
“Mistakes, when framed properly, teach us what works and what doesn’t,” she explains. “The goal is to stay adaptable, keep your options open, and reframe errors as part of the process.”
This approach aligns with her advocacy for humility and reflection, which she teaches to her students and applies in her work with global brands like L’Oréal. By creating a culture where failure is acceptable, individuals and organisations can take greater risks and discover innovative solutions.
Audacity and creativity: the key to innovation
Taillard emphasises the role of audacity in creativity, describing it as the courage to challenge conventions and pursue bold ideas. “Creativity is about confidence and audacity,” she says. “It’s about trusting your intuition after doing the hard work of analysing problems and understanding the context.”
This philosophy is at the heart of what Taillard and Voyer describe as the “square of creativity,” which balances mistakes, intuition, audacity, and confidence. The ability to navigate this balance, she argues, is essential for creating impactful strategies in marketing and beyond.
L’Oréal serves as a prime example. The company’s *Simplicity Manifesto* encouraged teams to “fail fast and learn,” transforming its corporate culture and enabling greater innovation. “Their willingness to embrace mistakes has made them more agile and creative,” she notes, highlighting the tangible benefits of this mindset in business.
Navigating mistakes in a global context
Taillard also addresses the challenges of fostering creativity in a globalised world, where cultural attitudes toward failure can vary significantly. “In some regions, failure is still stigmatised, making it harder to instil a culture of experimentation,” she explains.
She advocates for a balance between global vision and local adaptation. By allowing local teams to execute strategies in ways that resonate with their markets, companies can bridge these cultural gaps while maintaining their overarching goals.
Reflecting on her career, Taillard encourages leaders to embrace mistakes as part of the innovation process. “Keep your options open, trust the process, and don’t rush decisions,” she advises. “Mistakes are part of the journey, not something to fear. They are stepping stones to creativity and success.”
Listen to the full episode now on your favourite podcast platform to dive deeper into Marie Taillard’s perspectives on creativity, mistakes, and the art of innovation.
