We hold two ideas in our head:
1) We only learn new things if we run experiments where the outcome is not known ahead of time. Sounds obvious, but that means that we run LOTS of experiments where the outcome is different than we thought going in. Some people might call that failure. We do not. An unexpected experiment result is called LEARNING :).
Failure is: not running a good experiment OR not learning when things go “wrong.”
2) We are never satisfied with our current results. We strive for excellence. Our experimentation might sometimes take us a step back, but it is always with the intent to leap forward and achieve excellence. Experimentation is not an excuse for substandard results. It is an opportunity to deliver superior results in the long term.