The great grow rapidly. They find a brilliant idea and execute on it. They iterate and build intelligently. They are wildly ambitious with their idea but they are reigned-in when it comes to shipping new features.
The terrible die slowly. They drag it out. They hold onto an idea that either they cannot execute well or is just not viable.
Only the good die fast. They rapidly test out a radical idea. If it doesn’t work they are running back to the drawing board; figuring out how to pivot or if they should completely change their product.
There is nothing wrong with failure. The vast majority of startups do. Just try to fail quickly.