The concept of why is already in the vernacular. It is now a noun. "That company doesn't know their why. " "They need to learn their why. " "That politician needs to understand his why. " We talk about it as a noun. That never existed prior to 2009. That never existed prior to 2006 when I first started articulating it. This is the most amazing thing to me. It has now become a concept. It's part of the way we think about businesses and transactions and decisions.
I think something that I can't name about our media has made us move away from that kind of specificity and that kind of curiosity.