Neil is also a believer in asking the right questions.  The idea is said best by Simon Sinek in his book “Start with Why”. 

Neil is convinced that asking ‘why’ in any business is the most important part of inspiring your employees and finding your company’s unique selling point.  Instead of focusing on ‘what’ you make, or ‘how’ you make it, Sinek proposes identifying ‘why’ you do what you do and positioning that purpose to your customers. Once you have the ‘why’ success always follows.