Some nuance should be applied here: this is usually said in the context of startups.

In the first few years of a startup, there's no such thing as a mundane support role. The first person you hire for support is your future "VP Customer Support". The first few people will form the support culture and processes of a company for the future.

In this context, all hires should be A-players, because they are supposed to contribute way more than just fulfil the role in their job description.