Everyone wants to make their jobs easy. No one wants to do difficult things.
If your boss employed you to do the easy stuff then anyone else can replace you. Oh, but you do not want to be replaced.
If everyone tries to escape from the difficult tasks and you volunteered for it, then you are providing value. You are difficult to be replaced.
Look for the difficult things that can be done in your role. Find that hard to sell product and sell the crap out of it.
You are in the company to do the tough jobs. You aren’t employed to do the easy job.
If you are employed to do the easy job, then you know you are easily replaceable. That’s a truth whether you like to listen to it or not.