An interesting pair of opposites here, and obviously ones worth considering. Stirring emotions to apply knowledge and skills is quite a challenge, and I assume one that will require different tactics for different learners and situations. One path to success might be using case studies or scenarios that show the impact of a contributor's work on an end user or customer (especially if that impact goes beyond providing a product and instead focuses on improving an experience or providing an opportunity). A similar approach might be showing the learner/contributor what the alternative is--i.e., what failure to apply a concept means for the company, the business unit, and the individual (I'm thinking of a little Fremdschämen here).