“And so, what we've done all of these years is very simple, is use the little tool, which is ask three whys in a row. Because the first why you always have a good answer for. The second why, it starts getting difficult. By the third why, you don't really know why you're doing what you're doing.”

TED: "How to run a company with (almost) no rules" https://www.ted.com/talks/ricardo_semler_how_to_run_a_company_with_almost_no_rules/ (October 2014)