It is an excellent book, not just a TEDx talk. The concept comes from the "five whys" developed by Sakichi Toyoda at Toyota. Asking "why" five times typically r

It is an excellent book, not just a TEDx talk. The concept comes from the "five whys" developed by Sakichi Toyoda at Toyota. Asking "why" five times typically reveals the root cause of a problem. If a business does not have a purpose, it won't exist for very long. It makes sense to explicitly define the purpose because implicit definitions lead to fuzzy logic.