Easy… feh. It just sounds boring, and boring is no way to go through life. Hard is where you find passionate beliefs.
“Why is this important, and why will this help us reach our goal to create great digital brand experiences, and do it better than anyone else?” If you believe in why you’re doing it, it’s a lot easier to answer. Yeah, it might be hard. That’s the point. You want to keep doing the easy stuff, or do you want to change the world?