It’s a simple question not asked often enough.
Is this just a job working for a company willing to pay you, or do their mission, vision, and values align with yours?
That alignment is going to be crucial for you to lean in when things inevitably get difficult.
When I ask this question of my clients, most of them answer along the lines of how the company thinks of and treats its customers. Others think in terms of how the company thinks of and treats its employees. 
I hope those are starters for your own exploration, and I highly encourage you to write your feelings down. There’s something about ink on paper that helps clarify those ideas in your mind.
If you’re having trouble, consider that the logo on your business card is a choice. If you don’t feel aligned, then let it be a sign that you either can’t do the work you need to in your current position, and that you might do better work elsewhere.
Are you inspired? You get to choose, so choose a company you can believe in.

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