A lot of potential entrepreneurs have trouble with the concept expressed in the chapter title.
Intellectually, they know the path that leads from idea to marketplace is not going to be smooth, and that invariably some of the things they’re going to try along the way will not work. But it’s that word failure that drives them nuts.
They simply don’t want to be associated with “failure.” So, they get defensive when I say that failure isn’t only an integral part to becoming successful, it’s often essential. They stop listening and start coming up with all kinds of reasons why I must be wrong.
This puzzled me for a long time until I finally figured out that they were ...