It's never once felt like a "fail" it's always just been a "setback" or "hiccup". You start a business and have trouble getting it setup = hiccup. You try to get some customers and your ads suck and it's back to the drawing board to acquire customers = setback. Etc. It's all just a bunch of problems but I've never once thought for a second "oh shit, we totally failed!" The only thing I could call a failure was quitting things that weren't working. Even then that's just me changing my mind on going after that one idea, not failing.
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