Parable of the stonecutters in Maverick (a book by an unconventional businessman Ricardo Semler of Semco) :
Three stone cutters were asked about their jobs.
The first one replied, “I’m paid to cut stones.”
The second replied, “I use special techniques to shape stones in an exceptional way, here let me show you.” He proceeded to demonstrate.
The third just smiled and said, “I build cathedrals.”
Ricardo wants a whole company of cathedral builders. He says, “The purpose of work is not to make money. The purpose of work is to make the workers, whether working stiffs or top executives, feel good about life.”
Found this gem here: http://www.eatinglightbulbs.com/blog/tag/semco