It's been suggested to us on more than one occasion that we ought to use a word other than failure. (Like simply saying the word will curse you.)
What about using challenge?
Setback?
Opportunity?

This is exactly why we use the F word.

Failure should not have so much power over us.

When we say fail your way to success we’re not celebrating failure for failures sake. We mean failure with direction.

What's the difference between failing smart… and just failing over and over again?

Failing again and again without thinking doesn't lead to growth. It leads to burnout, frustration, and feeling defective.

The key is simple:

Fail + Assess + Adapt = Productive Failure

The magic isn't in the failure. It's in what failure produces.

Going for No is not about loving failure because it's lovable. Love what can come from it if you’re willing to stay focused, curious, and resilient.

Failing without reflection is like crashing your car repeatedly and calling it driving practice.

Go for No doesn't mean fail mindlessly. It means fail mindfully.

Embrace rejection not because it feels good, but because it gets you closer to what you want if you're willing to examine, adjust, and try again.

So, no, embracing the word failure won't cause you to fail.
If anything, we believe it's the very thing that causes you to succeed.