So, this concept has been knocking around my head for a while now, and I think it's mostly fleshed out enough now, so... Enjoy?
Firstly; The quests need to have a bleedin' story, similar to the Class/Job quests, you know, something to make players care? The fact that we effectively just farm Company Seals for a rank up and there is nothing else to it is a massive waste of potential. There is not "nationalism" in this game because the nations offer no such thing. There is no story diving in depth to their ideologies and so on, they have very little character or charm, and having actual quests for rising for the Grand Company ranks would go a long way to fixing that. Oh, and when I say this, I don't me "Go farm 50,000 Seals and we'll give you some story!", I mean proper quests with proper objectives. Could even tie in some old stuff, like the Odin FATE perhaps?
Another issue is that Grand Companies just don't offer anything meaningful... Remember how Signet and Sanction were basically a must have in XI? Why isn't Grand Company Sanction a similar thing here? It could effectively be like a Free Company Action (increased EXP/Seal gain, perhaps?). Then you've got the gear, which was worthwhile for all of five seconds upon hitting Lv50 back in the day. Would it be a challenge to implement Grand Company gear in a way that it acts as an alternative to something like tomestones? Perhaps, but here's an idea;
Stronger Set/Sanction bonuses. Lets say we get new ranks, and new gear to go along with it. Lets make that gear i190, but lets make the Set/Sanction bonuses effectively boost that to i195. Better than Prototype gear, just under Esoterics. What happens when you upgrade to Esoterics though? Well, you lose that Set bonus, don't you. Suddenly the same stale gear progression we've got since 2.0 is slightly more dynamic. Sanction bonuses are a different animal, but I'll touch on them later. The other thing though, is obtaining this gear; Grand Company Seals are by no means rare. It would be absurd to effectively hand out i195 in that manner, right? Well, why hand them out in that manner? You can compound the grind quite easily, 10,000 GC Seals buys you a token, 10 tokens gets you the gear. Something like that, perhaps even go a step further and involve Rowena; 10 GC Tokens, 10 Rowena (Tomestone) Tokens = shiny new Grand Company gear that's worth a damn.
Now, Sanction... First lets bring up a piece of content from 1.x that hasn't made its way into 2.0 or 3.0; Hamlet Defense. Hamlet Defense was obviously modeled on XIs Besieged, and how did that work? Beast tribes would attack the city, trying to steal the Astral Candescence. Having the Astral Candescence allowed the nation to provide Sanction. I would propose the exact same thing here; Reintroduce Hamlet Defense to XIV. Have it work in a similar fashion to Besieged. Your Grand Company bands together for a world event in which they defend the Hamlet. Success garners everyone involved rewards. Failure stripes you of the ability to obtain Sanction, you then have to go enter a special instance to win it back. This is exactly the kind of content XIV needs right now. It's still PvE (though PvP can be incorporated), but it's the kind of content that keeps people playing. You're not logging on each day to do Roulettes and whatever, you're logging on because you're invested in your Grand Company and you want to make sure you Company keeps succeeding. It's sandbox content, something like this would be valid content from release all the way till the servers shut down, if played right. Add. This. Now.
To "briefly" go into Besieged a bit more, and extrapolate to XIV; In XI Whitegate (the city the Astral Candescence (AC from here on) was held in) had three beast tribes to content with. They had their own level (feel free to correct me anyone with a better memory) which I believe went up to Lv5. At Lv1 they sent a small attack force, at Lv5 they sent in the big guns, including their bosses. Not entirely sure, but I believe they'd attack based on what they tried last; If they last attacked with Lv1, and failed, they'd go for Lv2, and so on. If they won, they didn't need to attack, not until players ventured into their strongholds and took the AC back, then they'd start back with Lv1 assaults. Naturally, there was a preparation phase in all this, they weren't attacking none stop.
For XIV this could be used to provide players with a preparation phase, and some content involving that. Obviously, we'd need new zones to accommodate something on Whitegates scale (luckily I think all the City-States have a few closed gates we could expand into), and in those zones we can have various FATEs and Company Levequests to help fortify the area and fend of scouting parties, that sort of thing. Stuff like those daily turn ins we get for Grand Companies could also contribute to fortifying the area (while I'm here, can the rewards from various FATEs like Odin/Behemoth be turned in for a substantial Seals reward as well?), and one other thing could; PvP. Frontlines and Seal Rock have the Grand Companies fighting over something, why not have the victorious Grand Company walk out with something? Twin Adders win a round? All the Twin Adders take an item back to their server, which they then trade in to boost Hamlet Defense.
Then we have the beast tribes, here we hit a bit of a problem. Gridania has Sylphs and Ixali. Limsa has Kobolds and Sahagin, good. Ul'dah... Just has Amalj'aa... Solution? Lambs of Dalamud. They seem to have a powerhouse in Northern Thanalan. They can summon Voidsent and so on. That works IMO. Remember how I mentioned in XI they'd send in bosses? Well, don't our beast tribes have the perfect bosses for this? Primals. Imagine seeing that the Ixali are at Lv5 and preparing to attack a Gridanian Hamlet, and everyone knows Garuda is going to show up in that fight. Do I need to explain why that would be epic? Lambs of Dalamud obviously don't have a Primal (yet?), but they could summon a powerful Voidsent, if the lore allows for it (Diabolos?!). Now, lore is perhaps where this falls apart, because having a group like the Sylphs attacking? Seems unlikely. Would mean the previous stuff we did (convincing Ramuh to chill) would have been for naught, but would I be annoyed by that? Not at all. Because Besieged/Hamlet Defense would be amazing.
So, now you've got a situation where the Grand Companies are offering some story and character. They're offering some useful gear. That gear is tied to Sanction, which itself is useful outside that gear potentially, and you've got a system where a constant series of world events is happening with Sanction being on the line. Do you keep letting your Grand Company fail to defend its AC? No, you get involved in that content. If you're bored after doing your Roulettes, you do one of two things; Go and help fortify the area in the preparation phase, or you go defend the bloody location in the attack phase. Players would basically always have something to do with content like this. Not enough for some people to get motivated to join? Boost the rewards. Something on this scale could easily justify tomestones, in the same way Frontlines/Seal Rock does.
So... Thoughts? Suggestions? Irrational hatred of Final Fantasy XI being mentioned? The keys to a DeLorean so we can get this in front of YoshiP several years ago and have it already? Certainly would cost a fair amount of the developers time to implement something close to this, but what the hell is my subscription paying for? Why is there a cash shop on top of that? Rehashing the same linear dungeon each patch is only going to take this game so far...
Oh, right... TL;DR - Make Grand Companies worth a damn and lament the poor literacy levels of todays youth culture. Just hit Like. I wrote a bleedin' essay, it's the least you can do.