Think of the best employee(s) you have in your creative department. How devoted is he/she in whatever he/she is doing? Not to doubt his/her sincerity, but to work toward holding that sincerity at a level that you think desirable.
Devotion is like a flowing river, its level goes up and down with time. The key to hold this devotion at a sustaining level is to raise the emotional stake (do not misinterpret this with emotional blackmailing, that I will not treat you right because you are going to hang around me no matter what). Japanese product designers term this emotional attachment as Kansei while they design their products. While applying the same technique in employee management, we need to see how we can attach employees emotionally to our organization. Is our service policy employee friendly? Are we empathetic enough when they require sick/maternity leave? Are we able to ensure an office environment where employees feel at ease? Do employees feel that it is “their organization”? Until we can reach at that level of emotional attachment, long term devotion would not be achievable. This will ultimately result in employee dissatisfaction, poor performance, and finally turnover of key executives. Devotion without emotion will probably result in commotion.