Siimon Reynolds - a successful entrepreneur, an award winning author and speaker and now a leading high performance coach for CEO's and entrepreneurs, is also one of my good friends. After becoming a Creative Director of a top advertising agency at just age 21, Siimon went on to win almost every major advertising award for creativity in the world, including the Gold Lion at Cannes, TV Commercial Of The Year, Magazine Ad Of The Year, Newspaper Ad Of The Year, and Agency Of The Year twice. Catching up at his home in LA, we spoke, strangely enough, not just about what it takes to achieve success - but more importantly, about what leaders can learn from failure - based on his most recent bestselling book, ‘Why People Fail’.