Editor’s note: This is a guest post from Michael Bungay Stanier of Box of Crayons.

Imagine everything you do could fall into one of three buckets:

1. Bad Work.

2. Good Work.

3. Great Work.

I’m not talking about the quality of the work you deliver – I’ve no doubt that’s fine. I’m talking about the meaning the work has for you and the impact it makes.

Let me explain.

Bad Work is the work that makes no difference yet consumes your time and energy. Put less politely, it’s those soul-sucking, spirit-draining activities that make you question how you ever ended up spending precious moments of your life on anything like this. Endless meetings. Paperwork. Busywork.

Good Work is most likely the work you do most of the time, and you do it well. It’s necessary stuff that moves things along and gets things done. Organizations are primarily set up to do Good Work: create a product or service, do it efficiently, sell it to the world.

There’s nothing wrong with Good Work– except for two things.

First of all, it’s endless. Trying to get your Good Work done can feel like Sisyphus rolling his rock up the mountain, a never-ending task. And second, Good Work is too comfortable. The routine and busy-ness of it all is seductive. You know in your heart of hearts that you’re no longer you stretching yourself or challenging how things are done. Your job has turned into just getting through your workload week in, week out.

And then there’s Great Work. Great Work is what you were hoping for when you signed up for this job. It’s meaningful and it’s challenging. It’s about making a difference, it matters to you and it lights you up.

It matters at an organizational level too. Great Work is at the heart of blue ocean strategy, of innovation and strategic differentiation, of evolution and change. Great Work sets up an organization for longer-term success.

The challenge is that Great Work carries with it uncertainty and risk as well as impact and reward. We’re pulled towards what Great Work promises and pushed away by its threat. We want to free ourselves from the regularity and comfortable rut that is Good Work, and yet we’re tugged back by the familiarity and certainty that it provides.
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