ATH stands for an all-time high, which is a term used to describe a moment when e.g. a cryptocurrency or a stock breaks all its past records and is traded at the highest price that it has ever reached.

For example: Bitcoin broke all its past records and is now traded at a new ATH, $20 000 per coin.

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Treat failure as a lesson on how not to approach achieving a goal, and then use that learning to improve your chances of success when you try again. Failure is only the end if you decide to stop.

Richard Branson
British billionaire and bitcoin proponent, Virgin Galactic