I think the goal is not to eliminate "failure", but reduce it. Failure will always exist but it always requires interpretation. Thus the credos of "failure is learning experience", "don't be afraid to fail" etc.

It's a very abstract term. To put in simpler terms you will always have some outcome mismatch and generally your goal should be to reduce it. But if you do not have outcome mismatch, then you should push the line so that you can look ahead and understand future areas for improvement. Or you can just stay content if "market" is not chasing you.