But sometimes we experience intense, soul crushing failure. The real f*****g ‘F-Word’. Over the last seven years I have launched many extremely diverse businesses from small design and web development studios to event management companies and social enterprises. Some successful, some couldn’t be further from it! But during this time I have learned, through excruciating experience and research, the foundational mistakes entrepreneurs make. The real reasons great projects fail, and why many hopeful entrepreneurs fail to recover.