On Cesar Chavez Street near Mission, there’s a prominent mural on a jaunty red building that shouts advice to all passers-by: “Fail…to WIN!”

That slogan is the subtitle of The Book of the IS, a new book written by the building’s owner, Chicken John Rinaldi.

I’ve read it, and I was genuinely inspired by its rallying cry to embrace the “Is” — that which “allows and accepts and laughs and courts” — and reject the “Un,” which “prevents and contains and moderates and disdains.”

The key to pulling off this trick? Don’t be afraid to fail. “The minute we’re as comfortable with failing,” Rinaldi writes, “as we are with winning — the moment we’re in it for the experience and not the victory lap — is the moment we’re free.”

A showman provocateur whose multifarious capers have increased the colorfulness of our city and Bernalwood in particular (anyone remember the Odeon Bar?), Chicken John’s most recent claim to fame is his (failed) mayoral campaign in 2007.

But for the past five years or so, he has quietly put on all manner of interesting artistic and cultural events ­— oracular Q&A salons, trapeze classes, puppet shows, mayoral debates, you name it — at 3359 Cesar Chavez Street, the aforementioned jaunty red building. Quietly as in, you know, lacking all the permits and stuff.

That space is now at a crossroads, and Chicken John needs help. He needs you to buy his awesome book, either online at bookoftheis.com or, preferably, in person tonight, Sept. 30, 7 p.m.-2 a.m., at a spectacular free event at 111 Minna and the surrounding block (the street will be closed to accommodate over 100 performers and god knows what kind of mayhem).

Did we mention that the book is an objet d’art? And that 550 of the 2,500 copies in existence sport handmade slip covers by renowned street artist Swoon as well as a smattering of local artists? You can even choose (for a slightly higher price) to have your book include a coupon worth one “anything,” redeemable directly from Chicken John. “It’s gonna kill me,” he says, “but I’m serious about it. I will do anything to save the warehouse.”

If he can raise the dough, Chicken John will be able to (a) keep his warehouse and (b) make an honest art space out of it via the nonprofit he created: the San Francisco Institute for Possibility. “We want to champion odd and unlikely artworks,” he says. “There is so much cool stuff that wants to happen there that I have to pass on because we are just not legal enough. Together, we can put the warehouse’s problems away and focus on doing shows, manufacturing culture, and battling the onslaught of mediocrity.”

Hear, hear! Help the man fail at failure.

PHOTO: Neil Berrett