Building the perfect team with 100% motivation, passion, and commitment is an ever present goal of all business owners. The number one truth I can offer to would-be entrepreneurs, start-up angels, and leading visionaries, is that no one will ever, ever, ever care about your product, your business, and your vision as much as you do. A time will inevitably come when you start wondering on weekends how you'll ever be successful, when no one you work with, cares as much as you do. This leads to the R-word. (resentment)
I think this idea revolves around the Art of Enchantment, (a recent book by one of my personal heros, Guy Kawasaki). How can you really enchant your employees with what they're doing? Especially when, 50-75% of it may be mundane dragging body-shop work that doesn't really impact people or deliver value. Your employees don't end up feeling like they are making a difference. Statistics show that people like to feel good about what they do and how it has actually impacted someone, especially in something like a creative services industry.
Here's 2 things to try:
1. Bring your customers to your team.
Let your front line people see the customers they are making a difference for. Even if its a client, and not a consumer based business, give your customer a chance to fall in love with and appreciate the skills that it takes to deliver/build work, and give your front-line the chance to see who they are impacting. It can really breathe life into the work.
TRADEOFFS: Time (is money), clashing of personalities
2. Share frustration and empower your front-line
Give your front-line a chance to brainstorm and come up with a way to feel more empowered, to see where they are delivering value. If work is uninteresting, at least share frustration and come up with a way to change whats fundamentally being delivered. If you can find a way to make a difference and have fun doing it, its worth at least considering. At worst, you've at least shared, understood, and empathized with your team and what they are going through.
TRADEOFFS: Time (is money), there may be no realistic solution possible--> this leads to despair