I guess the question is how do you get the unmotivated to get a sense of purpose? My office has a few guys who are just here for the paycheque. If you talk to them about purpose in their job they just laugh, mostly because they've been in the same role for years. How do you unjade the jaded?
I don't know the answer, but I think that if a business jades its employees to begin with then reversing it will be an uphill battle. You won't be starting at ground zero with them; it will take extra and sincere effort to turn their minds. I'm just musing, but I think that maybe there will always be people who are stuck in an industry or profession that they aren't particularly passionate about. The video called autonomy, mastery, and purpose essential factors of motivations, and that rings true for me, as it probably does for most of us. Did the video have anything much to say about passion? No. I think that people who work a job they don't care about are normal, healthy people. Not all of us will love our job. But I think that if you can find a way to give them those three factors of motivation, then they will work harder and your business will be more successful; and, not only that, but they will be happier and more satisfied with their lives. How awesome would that be?
One of the things that was just glanced by in the talk, is that the employer needs to take that paycheck off the table. Once those jaded employees no longer have to worry about their paycheck, you can actually get them to become more creative in their work setting. Beyond that, it's a bit difficult to answer your question when there are no specifics as to what kind of work these guys are doing. I also think there are just certain people in life that no matter what you do, are not going to be excited about what they're doing. Some people prefer misery, and it can be really disruptive in the workplace. Unfortunately, negativity breeds negativity and it's a very attractive force. If someone is not able to be a positive force in your work environment, and you've exhausted all efforts...I suggest getting rid of them.