Everyone's effort rises and falls, often to match the level of crisis that's in front of them. Big effort to get the project out the door needs to be rewarded.
But when big effort comes from within, because someone wanted to improve an already approved product, deliver ahead of schedule, or just to see if something could be done- effort like that needed to be celebrated in whatever way that person finds most rewarding.
To ignore big effort begins a negative feedback loop that lowers productivity, breeds cynicism, and increases turnover as your best people bail in search of an environment where they feel valued.
Who around you is giving big effort? Do they know you've noticed?