Motivation – or rather its lack – remains one of the most common challenges in software development organizations. While managers often reach for traditional incentives like bonuses, perks, or career advancement paths, my experience both as a manager and consultant suggests that true engagement comes from deeper sources.

Over years of working with development teams, I’ve identified what I call the “three keys of motivation” – distinct areas where we can work to build real engagement. These aren’t about forcing people to work harder, but rather about creating an environment where people naturally want to invest themselves in their work, going beyond the bare minimum that most employees typically deliver.

The first key is the product itself, or more precisely, how people building it connect to it. This connection can stem from various sources, but it fundamentally requires team members to believe in what they’re building. This belief might arise because the product is innovative, important, or simply brings value to its users in some meaningful way.

Consider a railway traffic control system. While it might not be the most exciting product at first glance, its critical importance is undeniable. A system failure could paralyze entire regions’ transportation networks, affecting millions of people trying to reach their destinations. When developers fully understand this responsibility and importance, it often leads to deeper engagement and dedication to their work. I’ve seen teams transform their attitude once they truly grasped how their code impacts real people’s lives.

This impact doesn’t always have to be about critical infrastructure or life-saving systems. Products like video games might not be essential for society’s functioning, but they bring joy and entertainment to millions. The key is identifying and communicating what makes your product meaningful, whatever that meaning might be. I once worked with a company that developed software for trucking fleet management. They had a brilliant practice of sending their developers on actual routes with truck drivers who used their software. This direct exposure to end users and their challenges created a strong connection between the developers and the product they were building.

Similarly, another company that sold airline tickets displayed real-time purchase information on screens in their office kitchens, showing actual routes people were booking. This constant reminder that real people were using their system to plan their travels helped maintain a strong sense of purpose among the development teams.

Of course, building this product connection isn’t always straightforward. Apart from products with questionable social value, this challenge is particularly evident in software houses. When you’re building someone else’s product, the connection might be harder to establish. This leads us to our second key.

The second key is the technical craftsmanship. This is about fostering a culture where teams take pride in building excellent code – code that could serve as an educational example for others. When developers see their work as craft, whether they’re solving complex algorithmic problems or implementing elegant architectural solutions, the technical excellence itself becomes motivating. This aspect is particularly powerful because it transcends the specific product or business domain – regardless of what you’re building, you can strive to build it exceptionally well and then be rightly proud of this achievement.

The third key is the team spirit. This goes beyond just having a pleasant work environment – it’s about creating a sense of belonging to something special. It involves building a culture where team membership is meaningful and valued. In our times, tainted by egalitarian thinking, some might hesitate to embrace any form of elitism. However, it’s worth noting that humans naturally seek to excel in some way – just consider how about 70% of people consider themselves above-average drivers! This need to feel special or better than average in some aspect is a fundamental human trait, and there’s nothing wrong with acknowledging and working with it constructively.

The key is to build this pride through positive achievements rather than by disparaging others. You can be proud of your team’s excellence without needing to put others down. This type of positive elitism, based on high standards and exceptional performance, can be a powerful motivator.

These three keys aren’t mutually exclusive – in fact, they often reinforce each other. Google during its heyday exemplified this synergy: they had world-changing products, cutting-edge technology, and a strong sense of organizational pride. However, they faced an interesting challenge: after all the effort people put into joining this elite organization, many found their actual work wasn’t as intellectually challenging as they had hoped. This isn’t surprising – once a company and its products reach a certain scale, not every role can be exciting and elite.

So, as this example shows having all three keys working together might be the ideal scenario, however it’s also challenging to achieve. Most organizations will struggle to excel in all these areas simultaneously. However, the good news is that even getting one of these keys right can make a significant difference in team motivation and engagement. Whether it’s building a strong connection to the product, fostering technical excellence, or creating a special team culture – focus on what seems most achievable in your context and build from there.

I recently came across someone (a business guru) saying “If you have to motivate employees, you’re not hiring right.” While there’s some truth to this regarding basic work ethic, it misses the point about higher levels of engagement. The three keys aren’t about motivating unmotivated people – they’re about creating an environment where motivated professionals can find deeper meaning and satisfaction in their work.

True motivation in development teams comes from connecting with the product’s purpose, taking pride in technical excellence, and belonging to a team and organization that values high standards. When you manage to activate even one of these keys, you often see a remarkable transformation in team engagement and performance.

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