It's not hard to motivate them to do the fun parts of the job, the challenge is in convincing some of those highly motivated and passionate nerds to not work on the fun thing they are passionate about and instead do the boring and unsexy work that is nevertheless critical to overall success; to get people with strong personal opinions about how a solution should look to accept a different plan just so that everyone is on the same page, to ensure that people actually have access to the resources they need to succeed without going so overboard that the endeavor lacks the reserves to make it to the finish line, and to champion the work of these nerds to the non-nerds who are nevertheless important stakeholders.