Rewarding failure - does it happen?

There are many references to the elusive nature of true innovation online and in recent business texts, most notably Tom Peters. It is well documented that people who strive for innovation often experience failure before success is achieved. Contemporary texts posit that it is essential to reward or embrace failure - or at least make it acceptable within the scope of an organisation's agenda. Going outside the lines should be encouraged - or so the rhetoric of the gurus goes.

Can anyone tell me an example of where this has happened? Does business actually reward those who go out on a limb to make things happen even if they don't succeed? I'd like to see examples before I am actually convinced.