In Chapter 16 of 20 in his 2012 interview, branding and design strategist Ross Floate answers "What Role Has Failure Played in Shaping Your Career Trajectory?" Floate talks about starting a business in 2003 and the consequences of handing off control. He learns how a loss of control can lead to reputation and / or financial consequences and how to mitigate these risks in future business pursuits. Ross Floate is a principal at Melbourne, Australia-based Floate Design Partners. Experienced in branding, design and both online and offline publishing, Floate and his team provide marketing services to clients seeking to better communicate business and culture goals via image, messaging, and story. He is a graduate of RMIT University.