It's not just time to kill the failure fetish, it's time we called bullshit on the whole idea that failure is the best teacher generally. I'm not saying it's a bad teacher, but there's definitely a better teacher, and it's called success.
The reality is that most leaders can't do much to directly influence their culture. With few exceptions, the culture that is discussed around boardroom tables is the creation of thousands of employee interactions, public-facing decisions from the company and the accumulation of the hundreds of decades of lived experience of your employees.
But the one, truly traditional, cost of customer acquisition that will not change is the ability for start ups and their founders to polish and refine the story of their business, telling this at every opportunity, through every available medium. For the powerful story transcends a single paragraph adword, creating an emotional connection with a brand and individual and driving long term purchasing decisions.