People can achieve greater ends and reach more people using the structures and resources of the company as opposed to ‘going it alone’. Find ways to enable employees to view their jobs as a way to achieve their personal goals at higher levels.
Example: Nintendo pays relatively low salaries but, they “provide employees with a system for self realization. One of the most interesting things about Nintendo employees is that they view their company as a kind of sponsor.” – Game creators at Nintendo can (1) make better products and (2) reach more people than they could working by themselves. This forms a big part of their motivation.
Source: Katayama, O. (1996). Japanese business into the 21st Century: strategies for success.