Let me be clear: I'm okay with NON-business specific challenges. AKA, from a marketing perspective:

How would you position a new SaaS service that allows you to track your children's school performance? (but the hiring company is in SaaS business tools)

Vs. doing work that is directly actionable and can be taken by the business, "How would you update our homepage?"

That's the line now. Not opposed to challenges.