I think failure is nothing more than life's way of nudging you that you are off course. My attitude to failure is not attached to outcome but in not trying. It is liberating. Most people attach failure to something not working out or how people perceive you. This way it is about answering to yourself.
You don't have to buy from anyone. You don't have to work at any particular job. You don't have to participate in any given relationship. You can choose.