Ask your boss why increasing video content is important, or why any of those buzzy projects happening now across the industry is worth your time, and the answer is likely to cite attracting new audiences or making money. Both are wrong answers. Too empty.

If any of you out there is seriously spending hours of your life shooting and editing video because it will make your company money, then it’s a life-sucking duty you do.

Too often the purpose of all this work is treated, at-best, as a subtext. It’s time we become more deliberate about stating why we bother showing up to work each day.

We show up because it matters.

Those statistics from analytics tools are more than numbers. Thousands of people depend on our Web sites.

I know you’re waiting for it, but I’m not going to tell you the meaning of life. At least half the benefit is finding out for yourself.