love this piece from kathy sierra – don’t aks employees to be passionate about the company
(ht richard). here’s a quote…

People ask me, "How can I get our employees to be passionate about the company?" Wrong question. Passion for our employer, manager, current job? Irrelevant. Passion for our profession
and the kind of work we do? Crucial. If I own company FOO, I don’t need
employees with a passion for FOO. I want those with a passion for the
work they’re doing. The company should behave just like a good user
interface — support people in doing what they’re trying to do, and stay the hell out of their way.