Thank you for saying this. I just want to add how this becomes super hard in an early stage startup. People underestimate how hard it is to translate company goals to engaging team projects, when a startup is in a lot of flux. The goal post moves so much. It's super super hard to keep an eye on the goal post, translate that goal to the team, and a couple of weeks later tell the team that no the earlier tasks are no longer valid, here's a new set. Rinse repeat until you hit PMF.