Dominos Pizza gets it. They made some mistakes which cost them significant market. Rather than try to cover it up, they decided to promote their mistakes. Know what? It’s working. Wonder why? Because failure is something we can all relate to. Dominos may not know it, but their new ad campaign is about vulnerability and grace. What they’re really saying is, “We’re trying. We’ve made some mistakes, but we won’t stop innovating.” As someone who is flawed myself, I appreciate a company that’s willing to be vulnerable, make fun of itself, and commit to pursuing something better. Kudos, Dominos.