Zolten

After a pause, those who remained started laughing, says Ms. Zolten, a senior vice president with Grey New York.

Better Ideas Through Failure Sue Shellenbarger 2011

Before she and her team met with six of the company's executives, Ms. Zolten buried Lucy Belle's mess in a box of the company's litter and pushed it under the conference-room table.

Better Ideas Through Failure Sue Shellenbarger 2011

Amanda Zolten with the 'Heroic Failure' trophy from her employer, a New York advertising company.

Better Ideas Through Failure Sue Shellenbarger 2011

But her boss, Tor Myhren , has already named Ms. Zolten the winner of his first quarterly "Heroic Failure" award—for taking a big, edgy risk.

Better Ideas Through Failure Sue Shellenbarger 2011

No one noticed until Ms. Zolten pointed it out—and the fact that no one had smelled it.

Better Ideas Through Failure Sue Shellenbarger 2011

To pitch a prospective client for her ad agency, Amanda Zolten knew she a had to take a risk.

Better Ideas Through Failure Sue Shellenbarger 2011

While a still a student, Zolten hired himself out to spin records at schools and other venues, bringing in black bands like the Altairs with George Benson for live interludes, which acquainted him with band members.

The Altoona Mirror 2010

Spontaneously, Zolten drank from the "colored" fountain and Preacher from the "white" one.

The Altoona Mirror 2010

Specific lines resonated with Zolten, leaving him "totally mesmerized," as when he heard the Versatones sing "Bila," or the Isley Brothers in "Shout" or Billie Holiday in "Strange Fruit."

The Altoona Mirror 2010

"They were the arbiters of what was cool and hip," Zolten said.

The Altoona Mirror 2010