Ashley Good

Ashley worked in Cairo with the United Nations Environment Program and as a management consultant in Vancouver. In both lines of work, she saw a fear of failure inhibit innovation, adaptation, and performance. In response, she launched the consulting firm, Fail Forward, to spark a shift in how we perceive and talk about failure, and to help organizations learn, innovate and build resilience.

Since 2010 Ashley has worked with organizations – from grantmakers and nonprofits to government and private sector companies – to use failure as a learning tool and culture driver to support and foster innovation. She is well known for building the Organizational Learning Team at Engineers Without Borders Canada, and she continues to lead their annual Failure Report.

Ashley is a contributor to the Globe and Mail Leadership Lab, Public Sector Digest, and World Economic Forum Agenda. Her work has received coverage in a wide range of media and news outlets, including National Post, The Globe and Mail, CBC Radio and Television, The New York Times, and Fast Company.

She is recognized by Harvard Business Review and McKinsey as the prestigious recipient of the Innovating Innovation Award, hosted Canada’s first ever conference dedicated to intelligent failure, and is a half-marathon runner and triathlete. She earned her Bachelor of Science from the University of British Columbia with honours.