The author is conflating two different meanings of the word "failure": the act (as in not succeeding at something) and the label (as in being labeled a failure)

The author is conflating two different meanings of the word "failure": the act (as in not succeeding at something) and the label (as in being labeled a failure). The whole post is based on this fallacious logic. The concept of "embracing failure" is precisely about learning that if you fail at something, it doesn't mean you are a failure.