It has become fashionable to "fail fast," "let go of control," "embrace failure" or whatever aphorism you like. But to most it is just fashionable to say but not so much practice this philosphy in practice. Not because they are cowards but they don't really understand to what end failure is required in a world where being wrong or off 0.03% is punished mercilessly by the markets.
Recently, Conan, a wonderful recent failure, said this at Dartmouth's graduation:
"It is our failure to become our perceived ideal that ultimately defines us and makes us unique. ... Whether you fear it or not, disappointment will come. The beauty is that through disappointment you can gain clarity, and with clarity comes conviction and true originality."
Each individual on a brand has a perceived ideal of what it should be. Usually this is based in some way on what it is. A few may have a vision of what it could be or might be.
This vision of what it could be will be at odds with the former group entrenched in what it should be. Unless, they are open to something original and better. However, inherently that means something they think is wrong or at best is not right enough. That is okay, if they are okay with crushing their personal ideal. If they are not, expect more of the same. The same results if they are lucky. Diminishing results more likely. The tragedy of becoming one's percevied ideal.