The major point of this chapter is that you are much more likely to succeed in academia if you work on projects that you are passionate about. In my own case, I lost my father at the age of four. As a result, I have been determined to understand how people deal with a major loss. I have devoted my entire career to conducting research on this topic. Studying what matters most to you will fuel your motivation to make progress on your research. In addition, believing that our work matters can sustain us through difficult times and help us to overcome obstacles. However, all university departments have criteria for success that must be taken into account in deciding what research to pursue. Many junior faculty sabotage themselves by taking on tasks that they care deeply about, but are not valued by their department. It is essential to select projects that truly matter to you and that also fulfill your department’s criteria for promotion. In my judgment, people who are guided by this approach are likely to thrive in their career, and to find their work fulfilling and gratifying as well.