Failure seems to be very on-trend at the moment.

Having spent Sunday evening watching television through my fingers, as Rory McIlroy's meltdown at the Masters came to its wince-inducing conclusion, I then find that Wired magazine has opted for Fail! as the cover story in its latest issue. How topical.

No doubt someone has already shown young Rory a copy and told him 'never mind, look, Lord Sugar co-
cked something up once too'. Not, though, in front of a worldwide television audience of millions.

The Wired piece is interesting in more than one way. For fellow print anoraks it presents something of an affront, because the magazine cover and the failure-related feature are all designed to look like - you guessed it - some sort of enormous printing error. Very clever, but at the same time deeply disturbing for anyone in this game. I imagine it must have made for some 'challenging' production checks, along with a handful of paracetamol, at what is now Wyndeham Plymouth.

It's an entertaining read, not least because we learn that Lord Sugar once attempted to produce a school magazine on an Adana. The article also features Moo founder Richard Moross, who initially called the business Pleasure Cards. An inexplicable choice of name for a London-based company, as  anyone who's ever visited a public phone booth in the capital would surely automatically think that Pleasure Cards had something to do with 'Monique and her two inch nipples' or some other variant of the tart cards that are such a fixture. Though if tart cards are indeed your thing, look no further than Caroline Archer's very excellent book on the topic. Perhaps she should send an autographed copy to Richard.

Hopefully someone has already sent young Rory a copy of Wired, the essence of the piece being 'fail fast and then succeed' and 'don't make the same mistake twice'. Just don't mention the Open.