Hey thats an interesting question. I know what you mean though. I've been trying to create that 'do or die' attitude for my Arsenal team. This is what I think you will need:
First off you must have players who want to play for you and your team. If a player lists the team you manage as one of his favourites there is a good chance he will want to play his hardest. And kiss the badge a few times after every goal! If you have played the game long enough you will find some player even list YOU as a favoured personal. If this is the case, he will again want to work hard at his job. When bringing in players make sure they have good mental stats, particularly in: Bravery, Determination, Teamwork and Workrate. This will ensure the team is made up of hard working individuals. In addition to this you must have players with good physical stats in order to chase down the opposition for 90 minutes if they need to. Such stats as: Natural Fitness, Strength and Stamina will aid their own disire to compete. When scouting reports come back and show that a player is professional, this is a good indicator that he will always give their all.
Make sure you have healthy competition for places but don't over buy as some may lose motivation if they can't get in the team. Also encouragement never goes a miss.
What do you think?