A first business that fails is expensive tuition. Plenty of good second businesses were paid for that way.

Failure converts into knowledge the next attempt does not have to buy again. You find out what things cost, how long people take to pay, which assumptions about customers were fantasy, and none of it is available from reading. The price is high, and it is also the only form in which some lessons exist. A second attempt is cheaper precisely because the first one paid.

If you are near one that is not working, extract the information deliberately instead of absorbing the loss. Write down what you believed at the start and what turned out to be true. Keep that page, because it is what you bought.