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> The good part is that if you are working on something you care about, you won't be as upset

This probably varies from person to person, but failing at something I care about would make me much more upset than failing at something I didn't really care about.

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I think he means if it's important to you it's still worth trying and if you fail at least you were trying. Whereas if it's just a business, "nothing personal," then failing means you've got nothing, not even the feeling of working on something important to you.

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