Those are the words of Waze co-founder Uri Levine, a man who has made a habit of success.

He is one of the world’s most successful entrepreneurs having built not one, but two unicorns — companies that reach a valuation of more than $1 billion.

And in his new book, Fall In Love with the Problem Not the Solution (Watkins Publishing, £18.99), published tomorrow, he shares his formula for creating a successful business by means of identifying your consumers’ greatest obstacles and disrupting the markets that currently serve them.

But to become successful, you have to overcome failure, something Uri was keen to stress.

“Failures are always very good teachers,” he explained. “We learn way better from failures than we do from success and I would say that my biggest failure is yet to come.

“Throughout my journey, I made a lot of mistakes, but the journey of entrepreneurships, and this is really significant, is a journey of failures.

“We are trying to build something that no one did before — we try with one thing and it doesn’t work, so we try another thing, and it doesn’t work, until we find one thing that does work and that actually buys us a ticket to the next part of the journey.

“It is going to be a long rollercoaster journey of failures and that is important to realise because if you’re afraid to fail, then in reality, you already failed, because you’re not going to try.

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