A great video with Seth Godin on taking risks. He is discussing his book Poke the Box.
If I fail more than you do, I win. If you fail, you get to play again, and if you keep playing enough, you will eventually win.
Take appropriate risks. Risks that keep you in the game even if you fail.
It’s ok to fail. Experiment so that you can figure out what works. This requires us to try new things.