I’m sold! You absolutely persuaded me to read this book which I have heard about in passing. I like what you included about the link to the 5 why’s. I’m a communication teacher and in my public speaking class I help students learn to make logical arguments through a fairly regimented assignment — the problem, cause, solution speech. I almost always end up asking students “so what?” as they explain a problem they perceive. And often their answer prompts another “so what?” and so on. So often what we think everyone else perceived as a problem is either not so obvious, or really is just a symptom of a real problem. Anyway, thanks for the post. Good stuff!