Your team might be sitting on insights that could slash your customer acquisition cost in half. But when the data challenges your current strategy, speaking up feels risky. We all naturally look for information that proves we're right while ignoring anything that suggests we're wrong. It’s safer. But as we explored in our recent analysis, "By making it safe to be wrong, you'll encourage the hunt for real insights." When marketers aren't afraid of being blamed for bad news, they'll bring you the uncomfortable truths that lead to breakthroughs. Make failure feel safe, and watch what your people are capable of discovering.