This is in contrary with a kid, where they always ask 'why'. When we gave an explanation, the kid replied with another 'why'. When we gave the kid another reason, we got another 'why'.
So, 'why' is a very basic questions that a lot of us forgot to ask. Why the user need your product? Why do the customers care about your campaign?, and so on.
UX Week 2012 | Bill DeRouchey | The Power of "Why?" from Adaptive Path on Vimeo.
Compassion and CuriosityUnfortunately, asking why isn't enough, as there are wise 'why' and dumb 'why'. We need to ask relevant 'why's. To do so, we need to keep two things in our mind: Compassion and curiosity. We need to truly care about others to ask 'why'. And, we need curiosity to fire us up, and ask why.
Source: B. Derouchey, "The Power of 'Why'?", UX Week 2012, London, UK.