You can always claim you had brilliant performance, but failed due to the impossible odds.
Where do we draw the line between making an excuse and being optimistic? You might do the absolute best you can but the timing just wasn't right. As long as you've acted with character, integrity, and have done the best you can, there's nothing wrong with being internally optimistic while publicly admitting failure -- all while maintaining a genuine sense of self-esteem.
On the other hand, the time I often make excuses to others is when I know I've made a mistake with moral or character implications. A business failing has nothing to do with my personal character, nor does the failure (hopefully) show me as someone with lower standards of morality.
Where do we draw the line between making an excuse and being optimistic? You might do the absolute best you can but the timing just wasn't right. As long as you've acted with character, integrity, and have done the best you can, there's nothing wrong with being internally optimistic while publicly admitting failure -- all while maintaining a genuine sense of self-esteem.
On the other hand, the time I often make excuses to others is when I know I've made a mistake with moral or character implications. A business failing has nothing to do with my personal character, nor does the failure (hopefully) show me as someone with lower standards of morality.