> If you’re taking documentation really seriously, put it on the scorecard. Look for good writers. ... Then put it in your career ladders too. It’s a competency that individuals need to develop if they’re to move to the next level.

Exactly. If it's not evaluated and rewarded in the same way shipping code is (in hiring, too, as mentioned), it'll never be treated as important by developers. Devs are generally rational: if you say "write docs!", but then complain when things take longer because they were taking time to write docs, well, then you can guess what will happen.