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I'm in Helsingborg, in Sweden, to film a museum.

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And normally I don't travel just to film museums,

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because most museums -- science, natural history --

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are pretty much the same the world over.

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But this museum is not only interesting,
it's also unique.

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Welcome to the Museum of Failure.

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80-90% of all innovation projects fail.

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Everybody in the business knows this.

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And where are these failures?

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Companies sweep them under the carpet
and pretend they don't exist.

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The Museum of Failure takes these failed products,
puts them on display,

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so that everybody can learn from them.

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The criteria that a product
has to meet to be here is:

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that it was an innovation,
and that it was a failure.

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and the failure is a deviation
from expected, desired outcomes.

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(I didn't know Apple even had a gaming console!)

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No, this is their hidden, dark secret(!)

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This one was supposed to measure
the EEG of a dog's brain

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and then translate those mental states
into human voice.

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Of course, utter nonsense.
It's completely impossible.

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I've gotten one legal threat from New York.

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We're in Sweden, you can't sue me(!)

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Kultur Hotellet, that runs this gallery space,

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are generously allowing us to be here
for three or four months.

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This space isn't permanent,

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but the Museum is permanent
in downtown Helsingborg.

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I'd say about a third of the stuff
I've bought on eBay,

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the other third I've gotten on specialty forums.

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Some of them have been donated,
which is great.

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Some of them just come by my office, and say
"I want to give you this", you know?

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One of them was a Palm Pilot:
I took it,

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but I can't put it on display
because the Palm Pilot was a success.

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Two of these items I've bought
in dark alleys paying cash only.

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Can't tell you which ones they are(!)

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All of which leads to one
fairly obvious question:

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What happens if the Museum of Failure...

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fails?

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One serious concern that I do have is:

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when a product is overhyped,

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and then when it's launched,
it doesn't meet those expectations,

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then there's a big risk of failure.

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So I'd be lying if I said I wasn't nervous
that the Museum of Failure would flop!

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It would have to be on display
at its own museum, so...

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The Museum of Failure is like one of these
perpetual, everlasting machines.

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It can never fail(!)

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Thank you very much to Samuel West
and all the team at the Museum of Failure.