Our Story



Our story begins in 2012, founded by a group of professionals in West Michigan. Our mission is to eliminate the fear of failure and encourage intelligent risk taking. The events showcase personal stories of failure, publish crowdsourced lessons, and instigate discussion.



Jordan O'neil

Jordan has a knack for connecting people, diving into community, and enhancing experiences – often combining these elements in all his work. A veteran in the area of idea generation, Failure Lab was born during his 157.4 mile commute between Grand Rapids and Detroit.




Jonathan Williams

Jonathan loves the space between an idea and its execution. He works in Grand Rapids, MI growing businesses with his consulting firm Graybridge. He’s also an entrepreneur, keynote speaker, business growth consultant, and TEDx alum.