Almost everyday I come across publications on how important it is for a startup to avoid failure in order to succeed. While I understand the essence of this and where these authors are coming from, I feel there are so many of the failure buzzwords around startups already that entrepreneurs, unconsciously, internalizes and expects their product or service to fail right from the very start. There is a huge need to communicate this differently, and by that, I mean the exact way it is i.e. they are bound to make mistakes, not fail. Just remember – everybody makes mistakes