In this article, Carol Cone reflects on a panel discussion from the Sustainable Brands ’16 San Diego Conference. At this conference, Cone lead a discussion around the topic of failure in the world of sustainability. The panel included industry leaders such as JetBlue Airways, The Nature Conservancy, Nestlé Waters, Keurig Green Mountain and the National Hockey League. Touching on themes of communication, culture, and connection, Cone summarizes key learnings from failure that these companies have experienced. For the full panel discussion, watch the video in the link provided.