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Failing sucks. So why are so many start-ups and entrepreneurs talking so passionately about embracing failure?

When I first started taking a serious interest in starting a start-up, I liked the frank dialogues and openness towards failing. As a normally risk-averse guy, confronting failure and being told that it was ok to stumble and/or fall was, admittedly, a balm of sorts. Listening to experienced entrepreneurs' stories from the trenches, the memories of their battle scars, gave me some confidence to pursue my own dreams while thinking, "it's ok if I fail. Many greats have before me!"

But in the past 3 years or so, I've heard so much about failing and the need to embrace it that I'm getting sick of it. Yes, the fear of failure has caused millions of people to skimp on their dreams; yes, the fear of failure has caused numerous organizations to miss out on new market opportunities which have cost them millions of dollars and even bankruptcy; yes, there are scores of failures in the wake of many great entrepreneurs. Ok, I get it.

But can we go back to learning from bona-fide wins again? Here are 6 reasons why we should...