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It's not that your people are a peculiar breed or that they're an apathetic bunch. The fact is that you can't motivate anyone! Motivation only comes from within. People are only self-motivated. Think of it this way: If you get someone to do something they don't want to do, its coercion. People will only do what they choose to do. Use your own experience with people as your best example. People will generally perform only to a level that matters to them. No amount of threatening, pleading or rewarding will motivate them into action.
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