You bring a topic I have been myself concerned about but never managed to articulate. I'm usually performing quite well at my job, and easily get "special" attention and recognition which is good. At jobs, I tend to start motivated just by the work itself but at some point, after a few victories, recognitions, salary increases, or promotions I discover myself being that guy seeking attention and recognition and start feeling demotivated if I'm not getting it.

Perhaps, that's the big thing to solve. Being attention/recognition dependants doesn't look like being a good professional.