Steve Garguilo writes about the value of intention:
One of my guiding principles in life is being intentional where others are often unintentional.
This is one of the core principles of experience design. Not enough people are truly thoughtful and intentional about everything they do, so if you are, it really makes you stand out. Want to surprise and delight someone? Think of all the ways you might be able to do that. Want to create a feeling of euphoria? Think of all the ways you might be able to do that. Want to create a sense of gravity? Think of all the ways you might be able to do that. Intention intention intention.
… if you constantly live with intention and lead with intention and design with intention, you really can’t even make mistakes anymore. People treat all your outcomes and deliverables with that respect.
I think Steve hits the nail on its head here. Executing a mission is too often an experience (both internally and externally) of seeing what sticks against a wall. The problem with that is that it can become the mission: seeing what sticks, rather than making an impact.