Ask HN: How do you convince people to work for you as a non-exciting startup?

Most great companies attract people because they have a great mission which is marketed well. Say you have a great commercial startup idea but not a great marketable vision (Think of a B2B software that'd help people with xyz), how do you convince good people to join you? You can't say - "This is the greatest thing the world has ever seen". Is it only money then?