Another thing I've noticed is that asking the "big questions" (e.g. "Who is our customer? What will make me happy?) sometimes becomes a way to avoid acknowledg

Another thing I've noticed is that asking the "big questions" (e.g. "Who is our customer? What will make me happy?) sometimes becomes a way to avoid acknowledging the answer. The purpose of the question is to bury you in the process of finding an answer, while simultaneously obscuring the answer itself. If you're a business, you probably already know who your customers are. If you're an individual, you probably already know what makes you happy. Attaching momentous formalism to the question only serves to emphasize process over result.