There are plenty of reasons why people reject the idea of failure, two of them are.
1. Their view point of failure is rooted in the industrial age. Then success was about getting BIG, and selling lots of stuff, in order to achieve economies of scale. Building a big factory, hiring lots of people, and stocking lots of parts, was expensive and time consuming so the proposition of failure had to be weeded out.
So we coined phrases like ‘Failure is not an option’.
2. Although times have changed peoples views have not. Today success is about being small, connecting with people willing to spread your ideas, and failing forward. Build something small, focus on a small sub-group of users, and fail small and often until you hit a home run.
We need a new phrase like ‘Failure must be an option’.