Fun. I like that a lot :)

In addition to that, I love being a "creator" -- when I do programming and writing (no matter if I'm creating the product or the sales material) -- there's a substantial difference between "creating what I've thought up" and "creating what somebody else thought up". Having creative powers, I would rather make my own "dreams" come true, than somebody elses.

I guess what also drives me is "time freedom" -- that I can choose to work less, and spend more time with my kids, if I want to.

So for me, autonomy, freedom, creativity are at least some keywords.