" incentives to improve performance can only have an impact, in many circumstances, if there is a prior understanding of how improvement actually happens. Think back to medieval doctors who killed patients, including their own family members, with bloodletting. This happened not because they didn’t care but because they did care. They thought the treatment worked. They trusted in the authority of Galen rather than trusting in the power of criticism and experimentation to reveal the inevitable flaws in his ideas, thus setting the stage for progress. Unless we alter the way we conceptualize failure, incentives for success can often be impotent. "

― Matthew Syed , Black Box Thinking: Why Some People Never Learn from Their Mistakes - But Some Do