[cmpaul]

Author here. In an attempt at being pithy, this might have been worded poorly. My experience is that rewarding success is the standard approach in most industries, but teams that become accustomed to only being rewarded when they succeed can develop an aversion to failure (and therefore taking risks).

I realize it might also be easy to extrapolate this out to always rewarding a team, no matter what, and I don't want to suggest that in all circumstances... you know if your team put forth an honest effort and should be rewarded despite building something that fails. Definitely don't mean for this to be a hard and fast rule, but more of a tip for encouraging a smart, hard-working team to feel safer taking risks.