It's about purpose. Either you are basically a human robot doing spec work or you can drive your own creative output for goals larger than yourself. People do

It's about purpose. Either you are basically a human robot doing spec work or you can drive your own creative output for goals larger than yourself. People don't know what they are capable of until they are pushed beyond limits they thought they had. The future isn't made by cautious people, it's made by being better than anybody thought could be accomplished. "Create advertising units for campaign 3,401 of 16,032" isn't something where "beautiful" or "meaningful" comes into play. It's just drone work. get to that as early as possible in the company's life. We don't model startups on how a 30,000 employee company works. Completely different beasts.