Ian at the conference said, "I've never failed, I've tried a lot of things that didn't work, but we made a change and tried again with something different" (or words to that effect).
Language is a powerful thing. Failure has strong negative connotations when what we are exhorting people to do is a positive thing!
What do we really mean when people say "Fail fast", they mean, you don't have to get it 100% right at the start, make a start, give it a go, learn as you go and make changes. That might mean that you have to throw it all away and start again, but you have learnt something from the experience and you pour that learning into the new version.
I'm advocating that we encourage people to "Try and Iterate" over "Fail".
Hopefully that is much more positive!