Owning the downside changes what you recommend. You stop proposing tests you would never run with your own money, and you get faster at killing things that are not working.
You also get more patient in the one place patience pays: building something a customer wants to buy again.
The question underneath every plan
Does this create demand, improve customer economics, move product, strengthen the brand, and compound? If a tactic fails all five, it is activity, not strategy.