The Us questions came to Dan, though thought up organically, are very well designed to isolate key data points.

Focussing everyone on 5 specific sequential questions, creates a standardised baseline.

A reading of the global human condition and that standardisation lets Us compare answers from

completely different people. 

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You can compare the deepest hopes of a CEO in New York with a

subsistence farmer in, say, Southeast Asia.

And you get this collective understanding of what unites us in desire, and

well, what divides us in strategy?

That rigour brings us right to the structure of the survey.

It's not one big philosophical question, a stack of five. 5 interconnected

questions that sort of force you to define yourself.

From the practical, all the way up to this grand societal vision.

And they're ordered very carefully.

They're designed to peel back the layers of a person's life, you know, to

ground the answers in reality.

Make sure the aspiration you get isn't just some philosophical fluff.

It's an ideal that's rooted in their actual day-to-day struggle and their

motivation.