By far the most striking thing about the museum, though, is that it should exist as a viable, profit-making business in the first place. You might have assumed that any consumer product manufacturer worthy of the name would have its own such collection – a carefully stewarded resource to help it avoid making errors its rivals had already made. Yet the executives who arrive every week at Sherry's door are evidence of how rarely this happens. Product developers are so focused on their next hoped-for success – so unwilling to invest time or energy thinking about their industry's past failures – that they only belatedly realise how much they need to access GfK's collection. Most surprising of all is that many of the designers who have found their way to the museum have come there to examine – or been surprised to discover – products that their own companies had created, then abandoned. They were apparently so averse to dwelling on the unpleasant business of failure that they had neglected even to keep samples of their own disasters.
Failure is everywhere. It's just that most of the time we'd rather avoid confronting that fact.