Boeing tried this a lot back when I worked there. Our managers would talk about how their airplanes enabled people to trade with people across the globe, and b

Boeing tried this a lot back when I worked there. Our managers would talk about how their airplanes enabled people to trade with people across the globe, and brought people together. It's hard to see the high-level talk as anything but just talk when the systems you have to deal with on a daily basis are a tire fire. Initech tried to talk a good game, too. I suppose some people are motivated that way, but I care most about my daily process. If the process makes me miserable, no amount of "context" will motivate me.