An idea turns into a meeting and then it turns into a project. People get brought along, there's free donuts, there's a whiteboard and even a conference call.
It feels like you're doing the work, but at some point, hopefully, someone asks, "what's the point of this?"
Is it worth doing?
Compared to everything else we could be investing (don't say 'spending') our time on, is this the scariest, most likely to pay off, most important or the best long-term endeavor?
Or are we just doing it because no one had the guts along the way to say STOP.
Are you doing work worth doing, or are you just doing your job?