"How do you create value?"
Value creation isn't automatic for people. We get distracted with our own interests and personal agendas. It takes a lot of practice to give a simple, but meaningful answer - let alone practice it!
Ask your people this question during your routine meetings. The diversity of responses within your organization just might surprise you.
The life of your organization depends on its value. And, if your people have a difficult answering this question simply, then how much less might they be practicing it?