In your managing life you can find a lot of talk about motivation as a guarantee of success. For me, a good system of motivation is good for the competent people. Competence is the knowledge and skills. But with the new challenges there is a new problem – the fear. Fears of a new, unknown effects.
My experience… Sometimes people are afraid to go in a new unknown terrain. They do not want to do it themselves. Therefore they expect that the boss will help them overcome the fear.
If you have done a good motivation system, if you have employees with high skills, if you have specified clear goals and plans, and workers still do not enter into new areas, it may be they are afraid? Or they do not like you.