Failure is difficult. It makes us feel miserable. We all hate missing the target or being wrong. However, failure is also good. We learn from failures. If you aren't failing at things you are not growing. If you don't grow you won't be able to accomplish your goals.
The concept of failing early is to try things and figure out if they are successful. Set early goals and see if you can achieve them. If you fail on something in the early stages, it is a lot easier to tweak things and change things. By having many small failures, you can learn and adjust things. By failing forward, you use what you have learned to grow more and achieve bigger goals.
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