Yes, it's a type of organization problem, not a work-ethics problem, those with no incentive to work hard may not, a salaried position, with no stock, no voice

Yes, it's a type of organization problem, not a work-ethics problem, those with no incentive to work hard may not, a salaried position, with no stock, no voice in the thing you're building, no career track with actual monetary gains, no (edit: paid) overtime, no vacations, all of these can cause people not to do more than they are required, but most of what I can see being tried is "ping pong table for the team", "free pizza day", "don't ~quiet quit~, you mercenary".