Life is full of opportunities and challenges, so for it we need to take risk. It is possible that everytime we can't be a winner,life has so many failures so we need to take everything as a challenge and never give up because everything taught us a lesson which will be a experience for our future endeavours.
The expression 'never ever give up' means to keep trying for achieving our goals.
A great example of this expression is THOMAS EDISON who invented bulb.
He tried many experiments to make a bulb but didn't got success, irrespective of this, he didn't loose hope and tried other experiments. Before making a bulb, he tried 10000 experiments for making a bulb. After making the bulb finally, he said that I have got so many success that I have 10000 ways how not to make a bulb. This way he never gave up and at the end finally made the bulb. So we should never give up and keep trying, one day u will surely get a success.