The first step toward making the worker achieving is to make work productive.
Change is the norm; unless an organization sees that its task is to lead change, that organization will not survive.
The large organization has to learn to innovate, or it won't survive.
Defending yesterday is far more risky than making tomorrow.
As to the idea that advertising motivates people, remember the Edsel.
The productivity of people requires continuous learning, as the Japanese have taught us. It requires adoption in the West of the specific Japanese Zen concept where one learns to do better what one already does well.