I usually start with a big question, such as whether people today are happier than in the past, or why men have dominated women in most human societies. And then I follow the question instead of trying to follow my own answer, even if it means I can't formulate any clear theory.
Of all the ills that our poor. . . society is heir to, the focal one, it seems to me, from which so much of our uneasiness and confusion derive, is the absence of standards.