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You Can't Fail (unless someone expects you to succeed)

Maia Asshaq, Sanja Grozdanic, Patricia No, and Megan Stockton
Maia Asshaq / DittoDitto / Art Metropole
Artists' Books
14 × 21.5 × 0.3 cm
16 pp

“There will be no situation that Americans will confront that they won’t hammer into that box of success and failure.”

- Scott Sandage

Before the development of credit scores, failure meant nothing. Before the mid-1800’s, it’s hard to even find the word in use at all. Failure went from representing a lack of achievement in business to representing a lack of personal fulfillment.

When it comes to ending a project that is both public and personal, like a bookshop or press, who gets to decide where it falls on the failure spectrum? If you say the word failure enough it starts to lose meaning, does failing often enough have the same effect.

Published on the occasion of the talk YOU CAN’T FAIL (UNLESS SOMEONE EXPECTS YOU TO SUCCEED), A CONVERSATION at Acid-Free Los Angeles Art Book Market, 2018 by Ditto Ditto with support from Art Metropole.

Softcover, staple-bound, b/w

  1. you can’t fail

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