“If you already know it's going to work, it's not an experiment, and only through experimentation can you get real invention. The most important inventions come from trial and error with lots of failure, and the failure is critical, and it's also embarrassing.” – Jeff Bezos
Bezos may be talking about the Amazon Fire Phone that came out in September of 2014 and didn't sell at all (literally I think the total sold is less than 1,000), which from the outside, was considered an embarrassing failure for the company but true entrepreneurs take chances, learn, and adapt. If you look at the other chances he took then you may think he's a genius for the successes such as the creation of the ever so popular Amazon Echo, and dozens of innovations that made the original company named Cadabra Inc. but was changed to Amazon in 1996 as the first major online bookseller and today one of the biggest companies of all time.
Startups fail all the time. Obsess over your clients and fail fast according to Bezos.