It is in vogue lately to say that we are negatively biased towards failure. HBR have been focusing on this issue in the last few weeks. I guess it is true but awareness in not enough. In order to change the attitude and behaviors of people and gain from the benefits of failure, there is a need to create a culture that embraces positive failures and leads them through a process of learning. This means focusing on the right norms and more importantly, maintaining them.