Frame Endeavors as Epoch-Making

Musk frames his companies’ missions in terms of historical significance and humanity’s future, which gives teams strong motivation.

SpaceX. Making humanity multiplanetary to ensure our survival as a species.

Tesla. Accelerating the world’s transition to sustainable energy.

xAI. Understanding the true nature of the universe.

Neuralink. Creating symbiosis between human and artificial intelligence.

These grand visions attract top talent willing to work extraordinary hours for less pay than they could get elsewhere. The sense of purpose does the motivating.

Apply it. Frame your company’s mission around its largest possible impact on humanity or your industry, and connect daily work to it regularly.