The show Undercover Boss on CBS couldn't be a better example of why the ideas inside Seth Godin's Linchpin are so important to businesses and employees. The show takes CEO's of big corporations and puts them on the front lines of their locations to find out what makes their operations tick.
In each of the first three episodes that I've watched (Waste Management, Hooters, and 7/11) the CEO's have found people who are both making and breaking their businesses. One particular story of a 7/11 employee who ran a franchise with the one of the highest volume of coffee sales in the company knew just about everyone who came in by name. So what made that store so successful? It was the employee who went out of her way to do good stuff. It wasn't her job, but she did it anyway and the company was being rewarded for it.
That's why you need to create an organization built on Linchpins and reward them for doing good stuff. People can buy coffee anywhere, but just as the Cheers theme song goes, sometimes you just want to go where everybody knows your name.