Something doesn't quite sit right with me about #5 "Think Bigger" and the example that a recruit might think "So what? Your company is just another enterprise s

Something doesn't quite sit right with me about #5 "Think Bigger" and the example that a recruit might think "So what? Your company is just another enterprise software startup." To me there are a lot of interesting opportunities in solving problems, that might initially seem mundane or tedious but could turn into successful, profitable businesses. #5 seems to sort of go against some of the sentiment in PG's article Shelp Blindness ( http://www.paulgraham.com/schlep.html http://www.paulgraham.com/schlep.html ). I suppose I might attempt to re-state #5 thusly: "The difficult and seemingly tedious work done in the early stages might show a path to providing solutions larger problems 1..n" I'd like to be able to recruit people who are interested in a that journey more so than the end-state.