There’s a famous maxim out of Silicon Valley about “Failing Fast”.
“Fail Fast. Fail Cheap. Fail Often.”
It’s business as an extension of the scientific method (which is what Silicon Valley basically is).
If you think of a business as an experiment, then the more times your experiment fails, the more you learn, the more you know for next time.
The faster you fail and learn how to pivot, the closer to victory you progress.