Involve them in the process, make sure they are heard and know their opinions and ideas matter, empower them with knowledge of the market, and be team-oriented.
The more context a team has about its market and customers, the more empowered they are to make decisions and participate in the solution-defining process. Involve them in customer calls, discovery, off-site visits, and story mapping. Celebrate wins by having things like launch parties, happy hours, team events, etc. Follow up on projects by bringing KPI's to the team so that they can see tangible results of their work.