Doing the hard things
One model of organization is to find something that you're good at and that's easy and straightforward and get paid for that.
The other model is to seek out things that are insanely difficult and do those instead.
Henry Ford did the same thing with the relentless scale and efficiency he built at Ford. Others couldn't imagine raising their own sheep to make their own wool to make their own seat fabric...
"How do we do something so difficult that others can't imagine doing it?" is a fine question to ask today.
Doing difficult things is valuable.