How would you create a promotional strategy?

How can an organisation create a solid motivational ground for its employees if its customers' objectives (and implicitly organisation strategy) do not relate to the ones of the individuals?

• Is there a way to create motivational long-term achievements for the employees when they are passionate professionals, but these achievements conflict with organisation strategy? Of course, I am not thinking of financial motivation or the usual perks. It is said two opposing stakeholders (e.g. vendor and customer, employer and employee) have a successful relationship if individuals have their personal gain; but the gain is conditioned by organisation results, and usually these are not overlapping with individual gain. My question is inspired by top voted answer for "Working at Google: What's the worst part about working at Google?" question here on Quora.

• Answer:

  The essence of motivation is finding a way to link desired performance to achievement of the individual's personal goals. This means that those individual goals must be such that they can be advanced by rewards that the organization is in a position to bestow. If this is not the case, there is a fundamental misfit between the individual and the organization. He shouldn't work there.