The document discusses how simply telling employees to "just do it" does not work to motivate them. It argues that employees want to feel engaged with their work and that it matters. To prevent disengagement, organizations need to help employees connect with the organizational mission and give them a sense of purpose. The document provides suggestions for motivating employees internally, such as empowering them, allowing growth and learning opportunities, and investing in the whole person rather than just seeing them as an employee. The key takeaway is to be a coach, not just a boss, by finding realistic ways to implement these motivational techniques.