Hi Dave, Kris Snyder is spot-on with his answer. Here's a little real-life story from fellow EOS Implementer, Jill Young that hammers home the power that your Purpose/Cause/Passion can have to give meaning to the lower wage earners on your team.
In 2015, my son Brandon went to work for one of my clients, a Land Surveying company. I thought this was a brilliant move as a mother because the job Brandon took involved working in the hot Texas sun 10 hours a day, getting up in the summer at 5 am and working in mosquito infested swamps. I thought this was a sure fire way to teach him a lesson about “You better go to college or you’ll need to work in a swamp the rest of your life!”... Please forgive me, I was a young, naive mother! :) After about two weeks on the job, I said… “So, Brandon, how do you like that manual labor?” and much to my surprise, he said, “I love it!” WHAT??? HOW COULD YOU LOVE IT?!” and he proceeded to explain to me the importance of what he was doing out there in the muddy swamps as a Surveyors Helper. He said, “Mom! Did you know that every building, parking lot, road, house, etc, starts with a good survey? Mom! Everything I’m doing now is creating a sure foundation for the future! If I get it wrong, it could be wrong for centuries! It could mess up so much for the future! But if we do a great job, our name is recorded in history forever as the single source of truth. Mom… IT BEGINS HERE!”... I knew that phrase and story well. “It begins here” was the passion we’d settled on a year previous in the company’s VB1. The power this phrase had over my 16 year old teenager was enough to get him out of bed at 5am, not complain about the mosquito bites and sunburn and chastise his mother for not believing in the importance of his work… that’s a lot of power in three little words.
I don't know what your company does Dave but if people are paying for your services it's making a difference in the lives of someone. You just need to somehow tie that in with the manual labor being done to help those people!