I also have a similar theory. I believe rewarding work (interesting projects of passion) encourages employees because it provides them with energy and unrewarding work (monotonous, boring tasks) discourages employees because it drains energy. Interestingly, one could also burn out on rewarding work because it eventually starts consuming energy due to the obsessiveness it fosters. That's when unrewarding work is welcomed.
The problem is that if you're not innovative you will never understand how to encourage it others until you change within. You will read books and attend seminars with the buzzword of the month and it'll all make sense in theory but the practice of it will allude you and you will fall into old habits. Companies that need to become more innovative have to start at the beginning and at the very top and make this a company-wide cultural shift rather than making it a few individuals delegated overtime responsibility.