90% of startups/small businesses failing is a figure often thrown around but when I researched it I found no rock solid evidence of this number, also found wild

90% of startups/small businesses failing is a figure often thrown around but when I researched it I found no rock solid evidence of this number, also found wildly varying definitions of what a startup is, and what counts as failure. The link in the OP article links to another article which links to another article.