Failure is often seen as a dirty word in business – yet a whopping 8 out of 10 entrepreneurs who start a new venture fold within the first 18 months. So why the stigma? Amongst his many projects, BJ Cunningham is best known as the founder of Death Cigarettes and now as co-founder of luxury shoe designer Georgina Goodman. In this interview, MeetTheBoss TV’s Ben Thompson asked him what it means to be an entrepreneur – and why more businesses should learn to trust their instincts…