Deming sometimes used bus drivers as an example. Some of them might think it's not their job to smile and be nice to passengers. They're hired to drive the bus, and perhaps help out in emergencies, but not much beyond that.

However, being nice to passengers (performing "caring labour" as Graeber would have put it) increases the chances that people choose the bus over e.g. the metro or something else. Deming concluded that it's always your job to do whatever increases the chances of the company you're working for staying in business.

I still haven't found a good way to phrase it, but I'm starting to think that for knowledge/creative work, this can be specialised to something like, "it's your job to teach others to do what you think your job is."

For knowledge/creative organisations to stay in business over the long term, they need to continuously innovate, and for innnovation you want people to be strong generalists. Not just because it lets them spot opportunities they otherwise might not, but also because it lets the organisation run more efficiently with less paperwork, and because it gives people the autonomy they need to think clearly about things.