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LEVEL C1

Shadowing the newsreader

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In a meritocratic society, failure is deemed to be the opposite of success, but one curator begs to differ.

Johanna Guttmann's celebrating failure via an exhibition in Washington DC, dubbed the Museum of Failure.

The Museum of Failure was first curated in 2017 in Sweden.

The exhibits include failed products and innovative ideas from major companies from around the globe, though predominantly American companies.

Starbucks had to discontinue sales of its coffee drink mixed with olive oil, a concoction which left customers in dire need of the restroom.

The Trump brand made a brief foray into developing a Monopoly style game which proved too intricate for users, resulting in its discontinuation.

Even the esteemed Oreo biscuit encountered challenges having ventured into experimenting with novel flavours.

Guttmann's intention is for people to heed the lessons from failure, break any attached stigma and to embrace its existence as a vital part of innovation.

Proving Guttmann's point, visitors are invited to participate in the exhibition - sharing their failures by leaving notes for others to read, but this invitation has been met with reluctance by attendants, riddled with the overwhelming sense of shame.

Guttmann points the finger at social media and its excessive public exposure.

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