Currently, I like doing many things, finding the bottlenecks, and overcoming them. Today it's demand generation, tomorrow it's product and tech, and ultimately it's me being inadequate in some capacity. Which means lots of growth as a person, which feels very real, like you can be shy of being in front of another person and therefore avoid doing sales calls. This is big and feels much more real than 'growing' in an organisation where you're told to do XYZ to impress your manager so that they can beg their managers to get you into the raise quota, or even worse, simply bang your head against the 'we don't have money now' wall at a typical smaller company.

Being in control, jumping on interesting things to constantly learn something new and stuff like that are a good bonus as well.