Failure isn’t pretty. From Motorola’s Iridium to Google Wave, business history is full of stories of huge, successful companies making some pretty bad decisions. Decisions that lead to big, fiery, costly, and public failures. Fingers are pointed, shareholders grumble, and some companies even go out of business. Sure, you’ve got to fail fast to innovate. But unless the target market is at the center of the design, then the failure rate will only continue....