"What motivates people? What is it that people want to figure out, and when do they decide, "Hey, I've got to go find some information," and how can we get them to do that more, to find the information, and then use it in their life?"
To arrive at the edge of the world's knowledge, seek out the most complex and sophisticated minds, put them in a room together, and have them ask each other the questions they are asking themselves.