“This all comprises the first stage of innovative questioning—first confronting, formulating, and framing the initial question that articulates the challenge at hand, and trying to gain some understanding of context. I think of this as the Why stage, though not every question asked at this juncture has to begin with the word why. Still, this is the point at which one is apt to inquire: •  Why does a particular situation exist? •  Why does it present a problem or create a need or opportunity, and for whom? •  Why has no one addressed this need or solved this problem before? •  Why do you personally (or your company, or organization) want to invest more time thinking about, and formulating questions around, this problem?”