To change the world we live in.
If you are taking on a project that isn’t determined to make a change, you are doing something wrong.
If the change you are trying to make isn’t significant but a nibbling around the edges, it likely isn’t good enough to demand that people pay attention to you.
If you aren’t working on the change in a manner that will allow other people to buy in, do you understand the world you are trying to change?
This game can go on and on and on.
The big deal is always that the primary goal of your work is to create change.
That’s disruption and that should be the core of the differentiation you aim to create.