The sixth part of the Corporation series looks at a key element of business success. For the entrepreneur, as Sam Steinberg reveals, the motive for building a business soon surpasses the practical one of making a living. It becomes a creative activity. But how to similarly motivate the corporation's 20,000 employees, from top executives to cashiers? Where jobs are interesting and challenging there is a sense of meaningful participation and identification. But for most the motive for work is simply to make a living. How can the corporation expect to get more from them than reasonable productivity?