> 90% of my projects are failures, and the 10% which are successes would have never happened if I was too afraid to start them.

You should definitely try things that might fail.

However, failure within those projects should be actively avoided.

These pithy quotes that try to remove any downside from failure are misleading. In business, failure has consequences. You need to understand what's at risk and make a best effort to steer the project toward success.

These over simplified quotes that try to strip all of the downsides away from failure are a cheap trick. Yeah, they convince some people to get past their fears, but they also mislead other people into thinking that there are no consequences.

You need to understand the risks and consequences, not just wave them away with pithy quotes from someone's blog.