In reviewing the challenges and frustrations of the past year, it's clear I need to do more to build trust. Not trust that I'm honest, but trust that I'm dependable and responsible. I clearly spend too much time trying to encourage people to take risks. 

Innovation Excellence: Re-Framing Innovation in 2015, 2015-Jan-1 by Mukesh Gupta

Re-framing failure as "iterations" provides the employees the necessary cushion to explore slightly more riskier insights/ideas when going after innovation.

As with most of the challenges relating to culture, leaders should start talking and behaving in a way that not only tells the employees that it is OK to go after big challenges and fail now and then as long as they are able to admit failure, learn from the failure and do so quickly and cheaply, continue to pivot and address the challenge through pursuing different insight/ideas.