expecting someone to "give a shit" is realistic when % ownership and profit sharing is thrown into the pot...

even this however does not guarantee people will give a shit, a sane person however might...

TL;DR -- people won't give a shit about your company, but they might give a shit about you.

Step 1. Create jobs that enable people to have a quality life.

Step 2. Ensure people feel like they're building a career they can take beyond your company.

Step 3. Give them reasons to stay, so they feel like working for you is the best option available to them.