Failure is a process of moving through the "do it, try it, fix it" learning cycles.
Failure is a concept invented to evaluate people in school, while "failure" in engineering or business is the continuous process of learning. Low performers avoid failure at all cost, high performers try and fail-fast, since they know this is the space where real understanding occurs. We seen complete organizations that reward "lack of failure" rather than encourage experimentation, which by definition imply some degree of failure.
Larry Bird, the famous 1980's Boston Celtics player comes to mind. When the Celtics were down by two points, Bird always wanted the ball in those last 2-seconds of the game in the three point zone, while the lesser players hoped that the ball would not come to them--for them the personal risk of failure was too high, for Bird the risk of losing the came was much higher.