In life people are the glue. They are the element that bonds not only other people together but places, events, objects and so forth. Its interaction with people that drives the decisions we make.
So why do we frequently discard this component when we game? We should employ it in the same fashion to connect and influence the characters. It makes the suspension of belief that much easier and the influence we wield more organic when we use motivations of this nature. Think about:
Rivalries
Friendships
Sorrows
Patriotism
Curiosity
And more as reasons for motivation. For why characters would get involved, travel, challenge a dungeon, overthrow a king or defy the gods.