Since start-ups begin as a leap of faith, there’s bound to be failure at the first steps. And not just one, but it goes from failure to failure on its quest for a scalable and repeatable business model. Many companies make the mistake of firing one sales executive to another, hoping that the next one will come up with a better strategy to entice customers and start raking in the money. But what if, instead of that, company leaders dump the plan, or pivot or reiterate a few of its components to fine-tune towards a working business model? Was it just a failure in marketing? Product fit with customers or the market? The crucial thing is that people in a start-up phase learn from these failures to improve the company’s march forward.