It talks about failure and didn't care to define what that exactly meant? Going bankrupt? Closing down the business with very less profit? What does failure in the 9th and 10th year look like?
If you sell your company after 3 years or get a job that's better than consulting, the business entity is no longer operating - though that may not be a "failure" for the founders and employees.
Meanwhile there are zombies that have been draining founders and burning out employees, yet are counted as a success because the business is a going concern.
How exactly is that a failure?