One of the interesting points that I found was that ‘why’ is not necessarily something that you just sit around and decide. It involves culture and therefore action. In some respect it reminds me of trust. You cannot necessarily create ‘trust’, instead you put in place the conditions for trust to prosper. I think that the challenge we face is creating the conditions for why to prosper. I think that your book goes some way to doing this. However, I imagine that it will always be based on context and involve idiosyncrasies.