In his famous TED talk, the entrepreneur Simon Sinek argues that successful organizations start with WHY in their communication. He says that we need to start with why to inspire. He says that Great leaders first tell us why they offer a particular product, then tell us about their what and how. Apple, for example, first tells us that they want every person to be able to be a creator. And they also happen to make computers, phones, and watches. 

The irony of citing a US entrepreneur, TED talks, and Apple in relation to asking deeper questions is not lost on me. But it also shows our human need and desire to understand WHY. Toddlers might ask up to 300 why questions a day.

Many individuals have no answer to WHY; collectively, we don’t either. We’ve lost a clear WHY that drove previous generations.