Why Failed Methods, Not Goals, Lead to Business Setbacks: Insights from Leonardo Freixas

In a recent LinkedIn post, Leonardo Freixas delves into a common yet often misunderstood reason for business setbacks: the misattribution of failure from flawed methods to unattainable goals. Freixas argues that when initiatives like product launches or marketing offers fall short, the typical reaction is to question the ambition of the objective itself, rather than the execution strategy.

Freixas highlights this critical distinction, stating:

“Your goal didn’t fail. Your method embarrassed you.”

This perspective challenges the conventional wisdom that suggests scaling back ambitions is a sign of pragmatism. Instead, Freixas suggests that this is often a form of surrender masquerading as realism.

The Misplaced Blame Game

According to Freixas, the aftermath of a failed launch or an ignored offer often leads individuals and teams to put the wrong elements on trial. Instead of scrutinizing the strategy, positioning, the offer itself, or the specific ask, the focus shifts to the fundamental goal.

He elaborates on this point:

“Not the strategy. Not the positioning. Not the offer. Not the ask. The goal.”

This misdirection, Freixas contends, creates a distorted view of reality. A broken plan, he argues, can be misinterpreted as definitive evidence that the market is unreceptive, that the initial aim was too ambitious, or that the underlying assumptions were naive.

Downsizing the Future Through Method Failure

Freixas posits that this misinterpretation is a primary driver behind individuals quietly reducing their future aspirations. The narrative that emerges is one of intelligent retreat, prompted by the perceived failure of a single method, rather than a fundamental flaw in the overarching vision.

Freixas emphasizes this point, writing:

“That’s how people quietly downsize their future. Not because the goal died. Because one failed method made retreat feel intelligent.”

He further critiques this mindset, labeling it as:

“[It’s] actually surrender wearing a suit.”

The Enduring Goal, The Disposable Plan

The core message from Freixas is that the vision or goal often remains valid and achievable. The true culprit behind setbacks is the plan designed to achieve it. If a method fails, Freixas advocates for the plan’s demise, not the goal’s abandonment.

He concludes with a powerful assertion:

“The goal stays. The plan dies first.”

Freixas’s insights encourage a more rigorous examination of execution and strategy when faced with business challenges, promoting resilience and a continued pursuit of ambitious objectives by iterating on methods rather than abandoning the vision.