Building great culture and a great team is a simultaneous top-down and bottom-up approach of matching their values and the companies ideals.
When people feel like a part of something bigger, of building something they believe in. The journey, experience and results are drastically different from when they believe that they 'have' to do something.
This doesn't however mean that work can't be transactionalized.
Rather, a great transaction or exchange is not of money for time, but of energy.
In a way that doesn't drain any side of the transaction, but rather creates purpose for both.