I feel that task significance is very important from an organizational and customer stand point. I worked as a Patient Coordinator which had me calling patients all over the country to inform them of the treatment they had inquired about. We were required to use a script and like Adam Grant said, we were mistaken as telemarketers and were often hung up on. After we reevaluated our approach, more had more and more patients respond to our calls. In the end we were able to help out more people because we changed the way we introduced ourselves to them as people who are there to help them and not to sell them something.