Leadership Letter #12

I once had a friend, an executive at a large company, tell me, “You can preach culture all you want, but the truth is: people only care about money when it’s all said and done.” His point was clear—if what you’re asking your team to do doesn’t directly and immediately benefit them, they won’t willingly do it.

To be fair, some of that’s true. People aren’t going to work hard for a vision that feels meaningless or costs them more than it gives back. But the rest? Total BS. If people only cared about money, no one would pursue marriage, build a family, or commit to anything that didn’t offer instant gratification. Life is full of things that require sacrifice and long-term thinking, and work is no different.

The truth is this: getting people to work hard isn’t complicated—if you have the right people. Just like a relationship, once the initial excitement fades, it boils down to a few fundamental questions:

• Do I agree with the vision?

• Does this help me achieve my dreams?

• Am I more likely to accomplish my goals here or somewhere else?

• Am I willing to make the necessary sacrifices to be a part of this?

When your team answers "yes" to these questions, they’ll work hard because they believe in what you’re building together.

External Influence is Temporary

You can use money, perks, or punishments to motivate people, but it only works in the short term. Once the reward fades or the pressure eases, the effort disappears with it. People might clock in for the paycheck, but they won’t go above and beyond. They’re not invested—they’re trading time for cash.

If your leadership relies on external influence, you’re managing employees, not inspiring a team.

Internal Motivation is the Key

People don’t work hard for the paycheck. They work hard because they believe the paycheck does something to help them live a better life. Real, sustainable effort comes from something deeper: belief. If you want people to push past mediocrity, they need to feel connected to the vision, their team, and believe their future will be better because of the company.

Here’s how to build that connection:

Communicate the Vision Clearly. People can’t buy into a vision they don’t understand. Make it tangible. Explain how their work contributes to the bigger picture.

Connect the Work to Their Growth. Show them how their role benefits them personally. Whether it’s professional development, skill-building, or meaningful impact, people need to see what’s in it for them beyond a paycheck.

Lead by Example. People follow what they see, not what they’re told. If you’re not working hard toward the vision, why should they?

Foster Ownership. Give your people autonomy. Let them make decisions, take risks, and own their results. Ownership creates investment, and investment drives effort.

The Long-Term Payoff

Here’s the reality: people work hard for what they believe in, not what they’re forced into. Yes, money matters, and yes, your team wants to know their efforts will benefit them. But those things alone aren’t enough to create long-term buy-in.

Build belief in the vision, align it with their goals, and lead by example. When you do that, you’re not just managing people—you’re inspiring them. And inspired people will work hard for you, the team, and themselves.

#BEGREAT

Cody Stevens, Founder of X Squared Systems

We teach businesses how to get unreal results by aligning their people with the vision.

P.S. If you're looking for a culture shift to take your business to the next level, check out our X Culture program.

P.P.S. Join our wait list for X Force, our private mastermind community, bringing incredible people together to learn, collaborate and dominate every area of life.

P.P.S. Send me a DM on Instagram if you're looking to sell your business. We can set up a call to see if your business is a good fit for us.