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amp;gt;amp;gt;Interviewer: Are there any specific examples in your book that Iamp;#39;m thinking of a couple but where companies failed and failed and failed and then it turned around and there was a success? amp;gt;amp;gt;Mark Coopersmith: There are plenty of those and of course sometimes you have to say, amp;quot;Okay, how many failures?amp;quot; There are too many. I mean we look at Rovio which launched Angry Birds and Angry Birds was depending upon how you count at the 53rd or the 54th product that they came up with, with the 50-something before that being failures. One would hope that every time they fail, they learned a little something about what it takes to drive that engagement with online gamers. One of the examples that we cite in the book is WD-40, the common household lubricant, fix everything that stuck product. WD-40 stands for water displacement formula number 40. The Rocket Chemical Company back in the 1950s started out with the effort to create a new lubricant