This article is really about the importance of the stories people tell themselves, stories which explain how what they're doing now fits into some greater purpose in their life.

Basically, it argues that as an employer, you can help people craft these stories by trying to get people on board with the company's main goal, or else to help people feel unique and interesting to others through a company culture with strong perks or curious features.

This is really about career development too. Not so much in the sense of onward and upward, but in the sense of helping people feel that this aspect of their life has meaning and direction.