Sounds like a "train the motivation" approach.

If a person wants to do a thing then they will engage with it on their terms. But getting that initial "hook" and then growing it is the trick.

I will never go to any physical training that involves a trainer shouting "pain is gain!". If it hurts, why would I do that? Why are we focusing on how much it hurts?!

Get me hooked on the Gain, let the pain happen naturally depending on how hard I want that Gain.

“If you want to build a ship, don’t drum up the men to gather wood, divide the work, and give orders. Instead, teach them to yearn for the vast and endless sea.” ― Antoine de Saint-Exupéry

I do a lot of stuff that people think is "hard work", but as they say, physical pain is fleeting, and I typically have a half-dozen or more small and large goals that I am working towards, that requires such "hard work". So, perhaps I yearn for the vast and endless.... something?