The challenge is though, which goals are more important, those of the company, or those of the participants? Because sometimes, they don't align.
Or rather often. Many people do a job, which they do not like. They do it only because of necessity. Because they have to do it in order to be able to buy food and drink, and pay the monthly bills. Many people live and work like this.
Sometimes it might be better to do an unliked job - it means that when you go home, you don't have to care about it. Doing something you love, it is always on mind.