A good friend of mine, Nic Haralambous, recently finished his first book Do-Fail-Learn-Repeat. It joins the throngs of voices telling businesses trying to digitally transform that it's great to fail and it's awesome to embrace failure, in order to drive innovation.

Don't get me wrong, I agree, failure is important, in fact it's critical to creating a culture of innovation in modern businesses. What I hate is how it’s being positioned as "great" or "awesome", or some other positive adjective, and this positioning is becoming the barrier to encouraging failure and innovation in organisations trying to digitally transform.