Pros
I'm more of a technical background, initially not at all in software or computing, and linked to activities around architecture; at least 5 times, during my tenure at Microsoft, mostly at the France subsidiary, I've had the oppty to create new programs, new features, new activities, and get rewarded for some of them. Failures also happened to my activities, but management always helpful to coach, sometimes with damage control, showing great understanding, empathy and, ultimately, ad-hoc redirection for my energy.
Cons
It happens to being validated to implement a new idea, create a team to leverage skills, and a project workflow to execute actions while building; sometimes, it becomes a "too small", or "no longer relevant", even "too far from FY goals" review, sometimes "too late" and you get hit by a bad annual review. Your self-esteem is also hit, but if you're "fault-tolerant" with yourself, as management is for at least 1 or 2 times (esp if budget engaged has low ROI), you can reconstruct easily after a while, and stay inside the Company.