Early state startups fail many times before they succeed. It’s a process of statistical elimination. A greater number of attempts leads to higher likelihood of success.
This means that the more you can afford to fail before running out of resources to try, the more likely is that you will make it. Companies that grow without failing don't develop the needed structural foundation to sustain success, and will move down toward their demise faster than they got there.
Structures are built over time, and foundations are built on experience. This means trying anything you do over and over again until it works. If you get it right the first time, you haven’t learnt the necessary skills to last long after you’ve made it.
I've learnt more from our company's mistakes than from what we’ve gotten right. During times when nothing seems to work, the team and business get tested and learn. If we pass, we double down on what works. If we fail, we look for a different way to get the results we need.
All startups that succeed work that way. Every time failure happens, a few teams give up, and a few startups die. Your goal as a team is to go to from failure to failure without losing the necessary curiosity to come up with new ideas.
Perseverance in your curiosity will ensure that you find a solution to every new challenge that comes up.