If you're all in it together, if there's camaraderie, people are willing to be scrappy and flexible.

If not, they will disengage.

If it feels like you all succeed together, a co-ownership, then people treat it as a more infinite kind of thing, non-transactional.

"Simply be more engaged" is a poor response to someone who is acting disengaged.

That's not how that works!

You have to develop a sense of shared ownership