The main concept behind the book is that we have been conditioned to ask the wrong types of questions when making decisions. We often ask "How do I get X?" when we should first be asking "Why do I want this?" or "Is this Right?" If we base our decisions more on whether we're doing the right thing for the right reason (if we answer yes) then we can move to the how's of getting it done.

Organizations often place too much emphasis on the how versus why and that can lead to a stunted and ineffective environment. To act genuinely requires idealism, intimacy and depth. Business practicality often favors realism bordering on cynicism. We often forgo our values in business to simply get ahead. The author offers the idea that if you make yourself a commodity and you're willing to sell your values then others determine your worth and your life is left to the laws of supply and demand.

As the author puts it, "The diversity and imperfection of human soul is, ultimately, what makes institutions engaging, humane, and habitable. Human systems are imperfect, the homes for unsolvable problems. And we cannot take the tools and strategies of engineering and economics and apply them to the governance of organizations." To be effective, organizations need to be more humane and mindful of their values and motives. ( )