Though its case to case basis but following tips can help -
- Be true most of the time other side is looking for the genuineness of the person.
- Talk about what you found interesting and what was not, minute details sometime prove your genuineness.
- Talk about the freedom of execution, policies, vision of the task/project/work, if any.
- You can also talk about getting recognition from the community (peers/customers/society based on the nature of work).
Please comment so that I can provide more specific information.