Chunka Mui is the managing director of the Devil's Advocate Group, a consulting group that assists associations in strategic planning and product testing and the author of the highly influential book 'Billion-Dollar Lessons: What You Can Learn from the Most Inexcusable Business Failures of the Last 25 Years.'
Mui outlines the beneficial results that can arise from making poor decisions in his brief and informative address. He stresses that taking risks is important to any business organization and presents a key opportunity for failure. Mui urges his audience to take advantage of making mistakes. In observing failure, a business can perfect its strategy and begin innovating more efficiently.