It's about greater purpose:

Engaging employees’ emotions on behalf of a Noble Purpose bigger than themselves is the very thing that creates a truly differentiated organization. People who understand why their work matters, go the extra mile no matter what.

When Russell’s team rolled out their new sales training program, they asked their salespeople, “What is your greatest purpose?”

“The responses were amazing,” says Russell, “People told us, they want to ‘make a difference in the lives of patients.’ They want to help patients through hard work and passion.”