(Slate, approx 8 mins reading time) The entrepreneurial class has adopted the phrase with particular enthusiasm, as a battle cry for a startup culture in which failure has come to be fetishized, even valorized. Sir Richard Branson, that affable old sage of private enterprise and bikini-based publicity shoots, has advocated from on high the benefits of Failing Better. He breaks out the quote near the end of an article about the future of his multinational venture capital conglomerate, telling us with characteristic self-assurance that it comes “from the playwright, Samuel Beckett, but it could just as easily come from the mouth of yours truly.”