This turned out to be mostly a discussion about motivation.
You can’t actively motivate people. You can only demotivate them. Or you can create conditions, where people can be motivated (i.e. motivate themselves).
We suggested looking at Drive, by Daniel Pink (or is TED talk or the RSA video based on his book. Henrik Kniberg’s video’s on the Engineering Culture at Spotify (part one and part two), where they value motivation above everything else.