Ashley Good

Founder and CEO, Fail Forward


Before launching Fail Forward, Ashley worked in Cairo with the United Nations Environment Programme and as a management consultant in Vancouver, Canada. In both lines of work, Ashley saw a fear of failure inhibit innovation, adaptation, and general growth. In response, she launched both and the consulting firm, Fail Forward, to spark a shift in how civil society perceives and talks about failure, and to help organizations learn, innovate and build resilience.

Ashley has spent the past three years working with a range of organizations from donors and foundations to not-for-profits and private sector companies to use failure as a learning tool and culture driver to support and foster innovation. She is well known for building the Organizational Learning Team at Engineers Without Borders Canada, and continuing to lead the development of their annual Failure Report.

Her work on failure has received coverage in a wide range of media and news outlets, including the  Stanford Social Innovation Review, The Guardian, Harvard University‚Äôs Hauser Center for NonProfit Organizations, TED talks, BBC World, The New York Times , The Wall Street Journal, The Globe and Mail and, most recently in interview with Arlene Dickinson on CBC.  Ashley was also the 2013 recipient of the prestigious Harvard Business Review and McKinsey Innovating Innovation Award.