Why Embracing the Process of Becoming Leads to Success: Insights from a Chief 'Becoming' Officer

Miles Davis once said,

“Sometimes you have to play a long time to be able to play like yourself.”

We expect instant results, like walking into a gym and leaving with a six-pack. That’s not how growth works. Success requires time, effort, and repeated setbacks. Despite this reality, failure is often left out of our success stories. There are no LinkedIn endorsements for falling short, no public celebrations for coming up short. Yet every one of us has experienced failure to reach where we are today.

Failure is a natural part of the process of becoming. So why do we edit our narratives, omitting the messy, unflattering parts? Why do we skip over the struggles and present a polished, flattened version of our journey? The answer is simple: no one wants to admit to failure. But to excel at anything, we must first work through the phase of not being good at it.

The Power of Sharing the Full Story

Sharing the complete journey—including the failures—can help others navigate their own paths more effectively. That’s why Courtnee LeClaire joined the FOR THE CULTURE podcast. LeClaire’s career spans some of the world’s most iconic brands. She served as:

• Head of Worldwide App Marketing and Corporate Partnerships at Apple (after launching the iPod and iPhone)
• Executive at Disney and Intel
• Chief Marketing Officer (CMO) of the Oakland Raiders

Today, LeClaire holds a different title: Chief “Becoming” Officer. In this role, she serves as an executive coach, helping leaders uncover their true potential and achieve what Paulo Coelho’s The Alchemist calls their personal legend.

Failure vs. Failing: A Key Distinction

Despite her impressive resume, LeClaire now focuses on discussing her failures. She draws a critical distinction between “failure” and “failing”—one that can transform how we view setbacks:

• Failure is a complete sentence. It’s a static label: “I failed, so I’m a failure.” It occupies space in our lives like a title, defining us by a single outcome.
• Failing, on the other hand, is an active process. It’s a verb with momentum: “I’m failing, so I need to [take action].” “I was failing, so I [changed my approach].” This perspective turns setbacks into opportunities for growth.

By reframing failure as an ongoing process rather than a final judgment, we unlock the power to learn, adapt, and ultimately succeed.