Success is not final, failure is not fatal: it is the courage to continue that counts.

Winston Churchill (1874-1965) British statesman and author

Variant: "Success is never final and failure never fatal. It’s courage that counts."

1938 Bud AdNot found in Churchill's canon. There are precursors to elements of this quotation, but the earliest version substantially like it is found in a 1938 Budweiser beer print advertisement:

Men with the spirit of youth pioneered our America ... men with vision and sturdy confidence. They found contentment in the thrill of action, knowing that success was never final and failure never fatal. It was courage that counted. Isn’t opportunity in America today greater than it was in the days of our grateful forefathers?

More discussion about this quotation:
Also attributed to Abraham Lincoln and John Wooden. Preacher Robert Schuller used Success is Never Ending, Failure is Never Final as the title of a 1990 book.

Added on 19-May-22 | Last updated 13-Jun-22
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