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and something to be kept a secret．But a Swedish psychologist，Samuel West，has decided to put our worst fears on the table．He is opening a museum-the Museum of Failure-in Helsingborg，Sweden，this June．

Instead of showing successes，as museums usually do，the Museum of Failure will display over 60“failed”products from big-name companies such as Nokia，Apple and Coca-Cola．“I really hope you see that these mega-brands that everybody respects，they screw up too，”West told The New York Times．“I hope that makes you feel less nervous about learning something new．”

West’s opinion isn’t a new one．Albert Einstein once said，“A person who never made a mistake never tried anything new．”And this idea has been embraced by lots of companies in the US．Silicon Valley，for example，is the home of some of the world’s most creative companies，yet its slogan turns out to be，quite surprisingly,“Fail fast，fail often．”