There's something about the word "failure."
It looks sad. It looks depressing. It literally reeks of the smell of...well...failure.
The mind is a marvelous thing. Although I would contend it is unitary, we can define that aspect of the mind that takes care of everything we're not aware of as the unconscious. This unconscious does a lot of things. It controls our balance. It keeps the heart going. And wow, does it remember things! Even things you are not consciously aware of, it remembers. And it acts on them.
And it's powerful! If you think you are a success, it will help you achieve success. But if you think you're a failure, your will sabotage your actions and lead you to wrong