I wouldn't recommend companies pay people less if they're mission-driven, but I do recall that it's true in practice that companies with a good mission can pay people less. I remember reading a HBS article about it some time ago. I do think the advice is sound though given that 1) most companies don't have as cool of a mission as they think they do and 2) it's probably better to just pay people what they're worth.
I wouldn't recommend companies pay people less if they're mission-driven, but I do recall that it's true in practice that companies with a good mission can pay people less. I remember reading a HBS article about it some time ago. I do think the advice is sound though given that 1) most companies don't have as cool of a mission as they think they do and 2) it's probably better to just pay people what they're worth.