Download or read book The Biography of a Failed Venture written by Prashant Desai and published by Harper Collins. This book was released on 2021-08-26 with total page 223 pages. Available in PDF, EPUB and Kindle. Book excerpt: THE STORY OF A TRULY INDIAN SPORTS BRAND THAT COULD GO PLACES BUT FAILED Prashant Desai was seven when he lost his father. Growing up in poverty, his single-minded focus was to become wealthy and successful. Ranking fourth on the all-India Cost and Works Accountants exam at the age of twenty-one, joining the corporate world and working with leaders such as Rakesh Jhunjhunwala, Kishore Biyani and Jignesh Shah was a dream run that Prashant enjoyed, one that very few could even imagine and achieve. In April 2017, Prashant Desai founded a venture to build the first truly Indian sports brand - D:FY. In six months, Rajiv Mehta, who started Puma India and led it for seven years, joined him as a partner. They opened seventeen stores in seven cities, riding on great aspirations and confidence. The business lost Rs 30 crore in thirty months, virtually wiping out all that Prashant had earned for nearly thirty years. The venture failed not because Prashant did not possess the necessary vision, determination and courage; it failed because the number of things Prashant did wrong exceeded the number of things he did right. One could weep over the fuselage or decode the black box. So, when Prashant decided to decode it, new possibilities emerged, revealing a treasure trove of success secrets. The Biography of a Failed Venture provides a brutally honest account of why D:FY failed and how entrepreneurs can avoid these pitfalls to make their business ventures successful.

Download or read book Why Startups Fail written by Tom Eisenmann and published by Currency. This book was released on 2021-03-30 with total page 370 pages. Available in PDF, EPUB and Kindle. Book excerpt: If you want your startup to succeed, you need to understand why startups fail. “Whether you’re a first-time founder or looking to bring innovation into a corporate environment, Why Startups Fail is essential reading.”—Eric Ries, founder and CEO, LTSE, and New York Times bestselling author of The Lean Startup and The Startup Way Why do startups fail? That question caught Harvard Business School professor Tom Eisenmann by surprise when he realized he couldn’t answer it. So he launched a multiyear research project to find out. In Why Startups Fail, Eisenmann reveals his findings: six distinct patterns that account for the vast majority of startup failures. • Bad Bedfellows. Startup success is thought to rest largely on the founder’s talents and instincts. But the wrong team, investors, or partners can sink a venture just as quickly. • False Starts. In following the oft-cited advice to “fail fast” and to “launch before you’re ready,” founders risk wasting time and capital on the wrong solutions. • False Promises. Success with early adopters can be misleading and give founders unwarranted confidence to expand. • Speed Traps. Despite the pressure to “get big fast,” hypergrowth can spell disaster for even the most promising ventures. • Help Wanted. Rapidly scaling startups need lots of capital and talent, but they can make mistakes that leave them suddenly in short supply of both. • Cascading Miracles. Silicon Valley exhorts entrepreneurs to dream big. But the bigger the vision, the more things that can go wrong. Drawing on fascinating stories of ventures that failed to fulfill their early promise—from a home-furnishings retailer to a concierge dog-walking service, from a dating app to the inventor of a sophisticated social robot, from a fashion brand to a startup deploying a vast network of charging stations for electric vehicles—Eisenmann offers frameworks for detecting when a venture is vulnerable to these patterns, along with a wealth of strategies and tactics for avoiding them. A must-read for founders at any stage of their entrepreneurial journey, Why Startups Fail is not merely a guide to preventing failure but also a roadmap charting the path to startup success.

Download or read book Raising Eyebrows written by Dal LaMagna and published by John Wiley & Sons. This book was released on 2010-10-18 with total page 353 pages. Available in PDF, EPUB and Kindle. Book excerpt: The often hilarious and sometimes poignant story behind Dal LaMagna's rise in the beauty industry By the time LaMagna graduated from the Harvard Business School, his entrepreneurial activities-including operating discotheques in drive-in theaters, working with the 1960s musical teen sensations the Cowsills, and opening an ice cream parlor on the Venice Beach boardwalk-had landed him $150,000 of debt. Raising Eyebrows tells the story of how he finally succeeded. After years of failures and living penniless, LaMagna founded Tweezerman, one of the world's most respected, innovative and successful beauty tool manufacturers with over 40 million customers. A leader for socially responsible companies, Tweezerman became a success by making helping communities and caring for the environment everyday practices, not publicity gimmicks. A responsible capitalist, LaMagna wrote this roller-coaster memoir for entrepreneurs who are struggling and disenchanted with the every changing economic system Packed with of business lessons, financial plans, and practical advice Raising Eyebrows is full of inspiration, conscience, and good ideas for entrepreneurs and would-be entrepreneurs everywhere.

Download or read book Bad Blood written by John Carreyrou and published by Vintage. This book was released on 2018-05-21 with total page 354 pages. Available in PDF, EPUB and Kindle. Book excerpt: NATIONAL BESTSELLER • The gripping story of Elizabeth Holmes and Theranos—one of the biggest corporate frauds in history—a tale of ambition and hubris set amid the bold promises of Silicon Valley, rigorously reported by the prize-winning journalist. With a new Afterword covering her trial and sentencing, bringing the story to a close. “Chilling ... Reads like a thriller ... Carreyrou tells [the Theranos story] virtually to perfection.” —The New York Times Book Review In 2014, Theranos founder and CEO Elizabeth Holmes was widely seen as the next Steve Jobs: a brilliant Stanford dropout whose startup “unicorn” promised to revolutionize the medical industry with its breakthrough device, which performed the whole range of laboratory tests from a single drop of blood. Backed by investors such as Larry Ellison and Tim Draper, Theranos sold shares in a fundraising round that valued the company at more than $9 billion, putting Holmes’s worth at an estimated $4.5 billion. There was just one problem: The technology didn’t work. Erroneous results put patients in danger, leading to misdiagnoses and unnecessary treatments. All the while, Holmes and her partner, Sunny Balwani, worked to silence anyone who voiced misgivings—from journalists to their own employees.

Download or read book How to Fail Everything I ve Ever Learned from Things Going Wrong written by Elizabeth Day and published by Fourth Estate. This book was released on 2020-07-17 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: Inspired by her hugely popular podcast, How To Fail is Elizabeth Day's brilliantly funny, painfully honest and insightful celebration of things going wrong. This is a book for anyone who has ever failed. Which means it's a book for everyone. If I have learned one thing from this shockingly beautiful venture called life, it is this: failure has taught me lessons I would never otherwise have understood. I have evolved more as a result of things going wrong than when everything seemed to be going right. Out of crisis has come clarity, and sometimes even catharsis. Part memoir, part manifesto, and including chapters on dating, work, sport, babies, families, anger and friendship, it is based on the simple premise that understanding why we fail ultimately makes us stronger. It's a book about learning from our mistakes and about not being afraid. Uplifting, inspiring and rich in stories from Elizabeth's own life, How to Fail reveals that failure is not what defines us; rather it is how we respond to it that shapes us as individuals. Because learning how to fail is actually learning how to succeed better. And everyone needs a bit of that.

Download or read book Troublemakers written by Leslie Berlin and published by Simon and Schuster. This book was released on 2017-11-07 with total page 512 pages. Available in PDF, EPUB and Kindle. Book excerpt: Acclaimed historian Leslie Berlin’s “deeply researched and dramatic narrative of Silicon Valley’s early years…is a meticulously told…compelling history” (The New York Times) of the men and women who chased innovation, and ended up changing the world. Troublemakers is the gripping tale of seven exceptional men and women, pioneers of Silicon Valley in the 1970s and early 1980s. Together, they worked across generations, industries, and companies to bring technology from Pentagon offices and university laboratories to the rest of us. In doing so, they changed the world. “In this vigorous account…a sturdy, skillfully constructed work” (Kirkus Reviews), historian Leslie Berlin introduces the people and stories behind the birth of the Internet and the microprocessor, as well as Apple, Atari, Genentech, Xerox PARC, ROLM, ASK, and the iconic venture capital firms Sequoia Capital and Kleiner Perkins Caufield & Byers. In the space of only seven years, five major industries—personal computing, video games, biotechnology, modern venture capital, and advanced semiconductor logic—were born. “There is much to learn from Berlin’s account, particularly that Silicon Valley has long provided the backdrop where technology, elite education, institutional capital, and entrepreneurship collide with incredible force” (The Christian Science Monitor). Featured among well-known Silicon Valley innovators are Mike Markkula, the underappreciated chairman of Apple who owned one-third of the company; Bob Taylor, who masterminded the personal computer; software entrepreneur Sandra Kurtzig, the first woman to take a technology company public; Bob Swanson, the cofounder of Genentech; Al Alcorn, the Atari engineer behind the first successful video game; Fawn Alvarez, who rose from the factory line to the executive suite; and Niels Reimers, the Stanford administrator who changed how university innovations reach the public. Together, these troublemakers rewrote the rules and invented the future.

Download or read book Fueled By Failure written by Jeremy Bloom and published by Entrepreneur Press. This book was released on 2015-04-30 with total page 180 pages. Available in PDF, EPUB and Kindle. Book excerpt: Fueled by Failure: Dare to Fail. Dare to Succeed. Olympian and former NFL player now thriving as a CEO and Philanthropist, Jeremy Bloom pulls at the common thread that unites him with all of us: the defeats we encounter on our journeys to reach our goals. Sharing his hard-earned insights, advice, and practices including lessons from respected coaches, phenomenal athletes, and highly successful business leaders, Bloom coaches you in tackling defeats—big and small—and using them to drive, not derail, your success. Bloom covers: How to rebound and reprogram after defeat How to utilize the lessons from failures Which motivators evoke winning results Tactics for managing expectations for yourself and/or your team How to create a badass business culture Leaving a legacy

Download or read book American Dreamer written by Tommy Hilfiger and published by Ballantine Books. This book was released on 2016-11-01 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this tale of grit and glamour, setbacks and comebacks, business and pop culture icon Tommy Hilfiger shares his extraordinary life story for the first time. Few designers have stayed on top of changing trends the way Tommy Hilfiger has. Fewer still have left such an indelible mark on global culture. Since designing his first collection of “classics with a twist” three decades ago, Tommy Hilfiger has been synonymous with all-American style—but his destiny wasn’t always so clear. Growing up one of nine children in a working-class family in Elmira, New York, Tommy suffered from dyslexia, flunked sophomore year of high school, and found himself constantly at odds with his father. Nevertheless, this self-described dreamer had a vision and the relentless will to make it a reality. At eighteen he opened his own clothing store, parlaying his uncanny instinct for style into a budding career as a fashion designer. Through decades of triumph and turmoil, Tommy remained doggedly optimistic. To this day, his approach to commerce is rooted in his positive view of the world. American Dreamer brims with anecdotes that cover Tommy’s years as a club kid and scrappy entrepreneur in 1970s New York as well as unique insights into the exclusive A-list personalities with whom he’s collaborated and interacted, from Mick Jagger and David Bowie to Ralph Lauren and Calvin Klein. But this is more than just a fashion icon’s memoir—it’s a road map for building a brand, both professionally and personally. Tommy takes us behind the scenes of every decision—and every mistake—he’s ever made, offering advice on leadership, business, team-building, and creativity. This is the story of a true American original, told for the first time in his own words, with honesty, humor, and the insatiable appetite for life and style that proves that sometimes you have to dream big to make it big. Praise for American Dreamer “A unique look into the fashion world . . . an honest, straightforward, mostly entertaining autobiography of the man who created a classic yet hip line of clothing.”—Kirkus Reviews “Fashionistas and business gurus alike will glean important lessons from Hilfiger’s rags-to-riches rag-trade story.”—Booklist “Tommy burst onto the fashion scene at the height of hip-hop and was instantly taken up by rappers and rockers alike. Since then, year after year he has been ahead of the curve with his elegant and stylish looks. His creative energy has always been an inspiration to me. He’s really himself in American Dreamer.”—Mick Jagger "In American Dreamer Tommy shows how he has taken the (rock) stars and the (preppy) stripes and come up with a look—and a label—that are recognized globally as being quintessentially American, as well as a brand that constantly keeps time with pop music.”—Anna Wintour “Tommy is an inspiration to many people. American Dreamer shows how he has managed to be successful in business and done so with integrity.”—David Beckham “Tommy is one of the most genuine people I know! In American Dreamer you can feel his passion pour through everything he does: fashion, fatherhood, family, and friendship!”—Alicia Keys “Tommy Hilfiger is an American icon who was able to transcend fashion and blend it with pop culture and take it to a worldwide audience. American Dreamer documents how, unlike any other designer, Tommy was able to tap into music, its subculture, and its influence on society.”—Tommy Mottola

Download or read book Steve Jobs written by Walter Isaacson and published by Simon and Schuster. This book was released on 2011 with total page 656 pages. Available in PDF, EPUB and Kindle. Book excerpt: Based on more than 40 interviews with Jobs conducted over two years--as well as interviews with more than 100 family members, friends, adversaries, competitors, and colleagues--Isaacson has written a riveting story of the roller-coaster life and searingly intense personality of a creative entrepreneur whose passion for perfection and ferocious drive revolutionized six industries: personal computers, animated movies, music, phones, tablet computing, and digital publishing.

Download or read book The Lean Startup written by Eric Ries and published by Crown Currency. This book was released on 2011-09-13 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: Most startups fail. But many of those failures are preventable. The Lean Startup is a new approach being adopted across the globe, changing the way companies are built and new products are launched. Eric Ries defines a startup as an organization dedicated to creating something new under conditions of extreme uncertainty. This is just as true for one person in a garage or a group of seasoned professionals in a Fortune 500 boardroom. What they have in common is a mission to penetrate that fog of uncertainty to discover a successful path to a sustainable business. The Lean Startup approach fosters companies that are both more capital efficient and that leverage human creativity more effectively. Inspired by lessons from lean manufacturing, it relies on “validated learning,” rapid scientific experimentation, as well as a number of counter-intuitive practices that shorten product development cycles, measure actual progress without resorting to vanity metrics, and learn what customers really want. It enables a company to shift directions with agility, altering plans inch by inch, minute by minute. Rather than wasting time creating elaborate business plans, The Lean Startup offers entrepreneurs—in companies of all sizes—a way to test their vision continuously, to adapt and adjust before it’s too late. Ries provides a scientific approach to creating and managing successful startups in a age when companies need to innovate more than ever.

Download or read book Edison A Biography written by Matthew Josephson and published by Plunkett Lake Press. This book was released on 2019-07-31 with total page 537 pages. Available in PDF, EPUB and Kindle. Book excerpt: A great folk hero in American history, Edison is viewed by the public as a facile inventor, the electrical wizard and the perfect symbol of the self-made and practical creator. But he was also a paradoxical figure: deaf, impoverished and with no formal education as a youngster, Edison nevertheless became a fertile and versatile inventor, accumulated fortunes for himself and others but remained indifferent to wealth except as a means towards more inventions. Edison’s key contributions include the carbon microphone, the electric light bulb, electricity distribution systems, the phonograph and the motion-picture camera. Edison’s methods were also remarkable: halfway between the craftsman-tinkerer of the early 19th century and the scientist of today, he established and ran pioneering research laboratories with large staffs, yet lacked training in mathematics or the basic sciences. Matthew Josephson’s Edison: A Biography won the Society of American Historians’Francis Parkman Prize in 1960. “This is an outstanding biography... [Josephson] establishes the developing relationship between finance and invention which constitutes the basis for Edison’s success... [He] has mastered the substance of Edison’s inventive activity and has written of it quite authoritatively and vividly.” — Thomas P. Hughes, Technology and Culture “... It is clear that there is reason to welcome yet another book about a man of whom so much has been written. It must have been precisely because so much in the Edison record is myth, fostered by adulators and by Edison himself that Mr. Josephson turned his skillful, corrective hand to a saga that may have seemed more familiar than it actually is. From his well-presented, well-written findings emerges a giant without whom much of life as we live it would simply not exist. It is a first-rate job that needed doing.” — John K. Hutchens, New York Herald Tribune “A well-researched account of the life of one of America’s authentic folk heroes--Thomas Alva Edison--an original creator with a genius for strategic invention... Thoroughly absorbing, this significant volume is a competent contribution to the history of American science, and gives not only a sharply drawn picture of this self-educated giant of invention, but also of the beginnings of the telegraph, electrical, record, motion picture and automobile industries, as well as the sociological changes that were wrought by Edison’s practical discoveries.” — Kirkus Review “A biography that is dignified, detailed, and objective, sprinkled with moments of humor, pathos, and drama... One of the chief virtues of this book is the care taken by the author to build up a realistic picture of Edison the man.” — F. Garvin Davenport,The American Historical Review

Download or read book Admiral Hyman Rickover written by Marc Wortman and published by Yale University Press. This book was released on 2022 with total page 329 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Hyman George Rickover (1900-1986), born Chaim Godalia Rykover in the Polish shtetl of Maków-Mazowiecki in czarist Russia at the dawn of the 20th century, was an almost mythical figure in the United States Navy. A man of ferocious will, engineering brilliance, combative personality, and indefatigable work ethic, he personally oversaw the development of nuclear marine propulsion. During his thirty-five years as chief of Nuclear Reactors, Rickover abolished rank and uniform, insisting that "there is no hierarchy in matters of the mind." His disdain for naval regulations, indifference to the chain of command, and harsh, insulting language earned him enemies in the Navy, but his record of safety was unparalleled. From the launch of the U.S.S. Nautilus in 1954 to today, the U.S. nuclear Navy has never experienced an incident resulting in uncontrolled radiation release. Rickover oversaw numerous shipyards, nuclear laboratories, and a nuclear power school where he personally selected 5,000 officers for nuclear power training. Beyond Nuclear Reactors, Rickover drove a wholesale transformation of the faculty and curriculum at the U.S. Naval Academy, with academic ability and achievement in technical and scientific disciplines displacing traditional prerequisites for military leadership. Rickover's transformation of the United States Navy almost never took place. From his entrance into the U.S. Naval Academy in 1918, the service constantly tried to shake itself free of him - he persevered against anti-Semitism, promotion denials, and even a requirement to retire. Wortman explores the constant conflict Rickover faced and created, tracing how he ultimately ascended to the rank of four-star Admiral and revolutionized the Navy"--

Download or read book The Man Who Saved the Union written by H. W. Brands and published by Anchor. This book was released on 2013-05-28 with total page 754 pages. Available in PDF, EPUB and Kindle. Book excerpt: From the two-time Pulitzer Prize finalist, bestselling historian, and author of Our First Civil War—a masterful biography of the Civil War general and two-term president who saved the Union twice, on the battlefield and in the White House. • “[A] splendidly written biography ... Brands does justice to one of America’s most underrated presidents.” —Dallas Morning News Ulysses Grant emerges in this masterful biography as a genius in battle and a driven president to a divided country, who remained fearlessly on the side of right. He was a beloved commander in the field who made the sacrifices necessary to win the war, even in the face of criticism. He worked valiantly to protect the rights of freed men in the South. He allowed the American Indians to shape their own fate even as the realities of Manifest Destiny meant the end of their way of life. In this sweeping and majestic narrative, bestselling author H.W. Brands now reconsiders Grant's legacy and provides an intimate portrait of a heroic man who saved the Union on the battlefield and consolidated that victory as a resolute and principled political leader. Look for H.W. Brands's other biographies: THE FIRST AMERICAN (Benjamin Franklin), ANDREW JACKSON, TRAITOR TO HIS CLASS (Franklin Roosevelt) and REAGAN.

Download or read book Shuttling to the Top written by Krishnaswamy V and published by Harper Collins. This book was released on 2020-04-14 with total page 198 pages. Available in PDF, EPUB and Kindle. Book excerpt: Volleyball was the topic of conversation at breakfast and dinner table, but badminton player Pullela Gopichand was P.V. Sindhu's hero. At a time when Saina Nehwal was a rising star, eight-year-old Sindhu would travel over 40 kilometres from her home in a railway colony in Secunderabad, every day, to get to Gopichand's academy and train. Shuttling to the Top: The Story of P.V. Sindhu is the fascinating story of the junior player who went on to be the first Indian to win an Olympic silver medal for badminton.

Download or read book John Prine written by Eddie Huffman and published by Univ of TX + ORM. This book was released on 2015-03-15 with total page 261 pages. Available in PDF, EPUB and Kindle. Book excerpt: “An excellent new biography” of the influential songwriter that showcases his renowned humor and musical genius (The Telegraph). With a range that spans the lyrical, heartfelt songs “Angel from Montgomery,” “Sam Stone,” and “Paradise” to the classic country music parody “You Never Even Called Me by My Name,” John Prine is a songwriter’s songwriter. Across five decades, he’s created critically acclaimed albums—John Prine (one of Rolling Stone’s 500 Greatest Albums of All Time), Bruised Orange, The Missing Years—and earned two Grammy Awards, a Lifetime Achievement Award for Songwriting from the Americana Music Association, and induction into the Nashville Songwriters Hall of Fame. His songs have been covered by scores of artists, from Johnny Cash and Miranda Lambert to Bette Midler and 10,000 Maniacs, and influenced everyone from Roger McGuinn to Kacey Musgraves. Hailed in his early years as the “new Dylan,” Prine still counts Bob Dylan among his most enthusiastic fans. In John Prine, Eddie Huffman traces the long arc of Prine’s musical career, beginning with his early, seemingly effortless successes, which led paradoxically not to stardom but to a rich and varied career writing songs that other people have made famous. He recounts the stories, many of them humorous, behind Prine’s best-known songs and discusses all of Prine’s albums as he explores the brilliant records and the ill-advised side trips, the underappreciated gems and the hard-earned comebacks that led Prine to found his own successful record label, Oh Boy Records. This thorough, entertaining treatment gives John Prine his due as one of the most influential songwriters of his generation.

Download or read book When Genius Failed written by Roger Lowenstein and published by Random House Trade Paperbacks. This book was released on 2001-10-09 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: “A riveting account that reaches beyond the market landscape to say something universal about risk and triumph, about hubris and failure.”—The New York Times NAMED ONE OF THE BEST BOOKS OF THE YEAR BY BUSINESSWEEK In this business classic—now with a new Afterword in which the author draws parallels to the recent financial crisis—Roger Lowenstein captures the gripping roller-coaster ride of Long-Term Capital Management. Drawing on confidential internal memos and interviews with dozens of key players, Lowenstein explains not just how the fund made and lost its money but also how the personalities of Long-Term’s partners, the arrogance of their mathematical certainties, and the culture of Wall Street itself contributed to both their rise and their fall. When it was founded in 1993, Long-Term was hailed as the most impressive hedge fund in history. But after four years in which the firm dazzled Wall Street as a $100 billion moneymaking juggernaut, it suddenly suffered catastrophic losses that jeopardized not only the biggest banks on Wall Street but the stability of the financial system itself. The dramatic story of Long-Term’s fall is now a chilling harbinger of the crisis that would strike all of Wall Street, from Lehman Brothers to AIG, a decade later. In his new Afterword, Lowenstein shows that LTCM’s implosion should be seen not as a one-off drama but as a template for market meltdowns in an age of instability—and as a wake-up call that Wall Street and government alike tragically ignored. Praise for When Genius Failed “[Roger] Lowenstein has written a squalid and fascinating tale of world-class greed and, above all, hubris.”—BusinessWeek “Compelling . . . The fund was long cloaked in secrecy, making the story of its rise . . . and its ultimate destruction that much more fascinating.”—The Washington Post “Story-telling journalism at its best.”—The Economist

Download or read book Super Pumped The Battle for Uber written by Mike Isaac and published by W. W. Norton & Company. This book was released on 2019-09-03 with total page 594 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now a SHOWTIME® original series starring Emmy winners Joseph Gordon-Levitt and Kyle Chandler and Academy Award nominee Uma Thurman. Now streaming – Only on SHOWTIME. Named one of the best books of the year by NPR, Fortune, Bloomberg, Sunday Times A New York Times Book Review Editor’s Choice “If you want to understand modern-day Silicon Valley, you need to read this book.” —John Carreyrou, New York Times best-selling author of Bad Blood Hailed as the definitive book on Uber and Silicon Valley, Super Pumped is an epic story of ambition and deception, obscene wealth, and bad behavior that explores how blistering technological and financial innovation culminated in one of the most catastrophic twelve-month periods in American corporate history. Backed by billions in venture capital dollars and led by a brash and ambitious founder, Uber promised to revolutionize the way we move people and goods through the world. What followed would become a corporate cautionary tale about the perils of startup culture and a vivid example of how blind worship of startup founders can go wildly wrong.