Alexander D. Edsel is the Director of the Master of Science in Marketing program for the Naveen Jindal School of Business at the University of Texas at Dallas, where he has been a faculty member for more than 12 years. In addition, he has more than 20 years of product management and marketing management experience in both B2B and B2C markets in the chemical, high-tech, and healthcare fields while at Bayer, Compaq, and WellPoint. His original work and research on failure and underperformance began in 1996 and was first published in March 2011 with an article that appeared in the Product Development Management Association’s Vision magazine. Edsel holds both MBA and JD degrees. In his spare time, he loves to read nonfiction books, spend time with his family, and explore additional failure mitigation techniques at his blog at www.breakingfailure.com.