Create Passionate Workers.
Watching some qualitative research sessions the other day, I noticed a strong reaction to one of the client's propsective messages. This group of middling managers expressed cynicism at the suggestion that they might work because they care and can make a difference to the world rather than merely be wage slaves. It was the latter which motivated them.
I've been fortunate to work in areas which either were selling something about which I had a generalised enthusiasm or in consulting roles that appeal to my penchant for problem-solving and improvement, but maybe I have over-estimated the proportion of people who have a zest for work that even approaches this.
The same tactics may apply as for creating passionate users but where users get their reward from whatever needs the product/service meets, what about the workers who are so crucial to creating the user experience? How do you create passionate workers?