We need to think about redefining work. Until we—anyone who wishes to bring about organizational change—redefine the actual value-creating work of the business, we haven’t made any changes that are meaningful.

You may be able to create wealth through a variety of business models or ways of thinking. But if you want to create real value, and jobs that value people, you must think hard about how your people are working every day. That’s because the essence of lean thinking is about the work. Lean means working on the work: the value-creating work that occurs on the frontlines of your enterprise.

If you want me as your employee to give you my heart and soul, then consider whether the work is menial or meaningful. Will I do that if the relationship we have is one of a mere monetary transaction? There’s nothing morally wrong with a purely transactional relationship, if that’s our mutual agreement. But if you want me and each person in your organization to fully commit, we need to be aligned on purpose. Aligned on why we are here, on what we are trying to accomplish. Then, I can focus—applying all my humanity—on the work in front of me, the work at hand.

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