My general rule of thumb has always been, build pain killers, not vitamens. But i also think there's a lot more nuance to this rule and it can be applied in many contexts. The way that i visualize this pain killer versus vitem an analogy is in a two by two chart. As a founder, you want live in the top right of the grid, where you are solving big, urgent problems for consumers. And as a professional, you want to be doing work that is solving the biggest, most urgent problems that your job title allows. It makes you indispensable within your company.