# Amazon Devices Chief Panos Panay on Embracing Failure for Innovation Panos Panay argues that strategic failure is a necessary component of long-term product success. - **Source:** [TechCrunch](https://techcrunch.com) - **Published:** 2026-10-15 - **Topic:** [Leadership](https://brifing.si/c/leadership) - **Original article:** - **On Brifing:** https://brifing.si/s/4505a143-5272-4f05-9bfc-1941c843445e ## Failure as a Requirement Panos Panay, Amazon SVP of Devices, Alexa, and Leo, argues that failure is an inevitable and essential part of building successful products. Speaking at TechCrunch Disrupt, he emphasized that founders who have not failed likely have not pushed boundaries enough. Embracing failure is a prerequisite for true innovation in competitive markets. ## The Surface RT Lesson Panay shared his experience with the Microsoft Surface RT launch, which resulted in a nearly $1 billion write-down during his tenure. He recalled being featured on newspaper covers as a symbol of failure. However, he viewed this not as a singular moment, but as a culmination of decisions made two years prior. ## Analyzing Root Causes The executive highlighted that the failure was not the launch event itself, but rather systemic issues. These included incomplete software, incorrect inventory management, and poor retail balancing. Founders must avoid making excuses and instead conduct a rigorous analysis of the specific decisions that led to the negative outcome over time. ## Vision Versus Execution Despite the significant financial loss associated with the Surface RT, Panay stressed that leaders must never let go of their core vision. He noted that the Surface line eventually succeeded because the team remained committed to the original goal while adjusting their execution. Vision provides the necessary stability during turbulent product cycles. ## The Art of Pivoting Panay suggests that learning from failure allows founders to change their vector rather than abandoning their mission. He argues that a pivot is rarely a 180-degree turn; it is usually a 30-degree adjustment based on lessons learned. This incremental adaptation is the key to maintaining momentum when facing unexpected obstacles. ## Acceptance and Speed The primary danger for founders is hanging on to a failing strategy for too long because they refuse to accept the reality of the situation. Panay believes that by quickly accepting failure and harvesting the data it provides, teams can adapt their vision and make progress significantly faster than their competitors. ## Harvesting Operational Lessons Effective leadership requires a culture where teams are willing to face failure head-on without fear of retribution. Panay emphasizes that the value of a failure is found entirely in the lessons harvested. If a team is learning along the way, they are better positioned to navigate future challenges and refine their product. ## Strategic Resilience in Tech Ultimately, Panay’s perspective underscores that resilience is a strategic asset in the startup ecosystem. By viewing setbacks as data points rather than terminal events, leaders can maintain their long-term vision while remaining agile. This mindset is crucial for navigating the complex hardware and software landscapes that define modern technology product development. ## Sources covering this story - https://techcrunch.com/2026/10/15/amazon-devices-chief-panos-panay-on-the-importance-of-failure-and-bouncing-back-from-it/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._