Failure makes a better story than success.
One of the main reasons is in failure people don’t feel threatened, in fact, they start correlating with some of their own failures.
Secondly, the failure story tells other people, we are down-to-earth human beings who can fail the same as they are.
So if you want to connect with someone best way is to share real stories of failure. Moreover, there is nothing ethically wrong with sharing failure stories.