In the final installment of a four-part interview series with 1851 Franchise, the former Dunkin’, Papa John’s and Blockbuster executive dives into his new book, The Challenge Culture.

After working as an executive at brands like Blockbuster, Papa John’s and Dunkin’, it’s no surprise that Nigel Travis — the current Executive Chairman of Dunkin’ — has navigated his way through a wide variety of working environments and cultures. That’s why he’s now taking what he’s seen and learned and putting it into his new book, The Challenge Culture.

In an interview with 1851, Travis explained that The Challenge Culture focuses on the idea of challenging everything without disrespecting everyone. And while that concept may seem difficult — especially in today’s rapidly changing work environment — it all comes down to how challenges and questions are presented.

“I think you start with yourself. You challenge everything you do. What are your working habits? How can you improve? How can you become more productive? How can you know more? And I think if you keep asking questions — and the big question that’s highlighted in the book is the question, ‘Why?’ So, I think you start with yourself, and then you go to some friends and say, ‘Look, I’ve been doing this, I wonder if we should start doing it ourselves?’ So, the whole concept of questioning and challenging without disrespecting people is really about the way you go about challenging.”

For the full interview, check out the above video. You can also watch part three of our interview series with Travis here.