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Get there by going there

You can watch as many movies and read as many books on Canada as you want, but until you go there, you’ll never know what it’s really like. The charm, the people, the mood, the food, the weather - these are all things you need to experience live in order to have a complete understanding of the place. 

The same logic can be applied to other areas of our lives and careers—

There comes a point when research isn’t enough, when A/B testing has reached it limits, when the only way to really know something is to try it. And not just try it, but embrace it and go all in. 

It takes guts to launch something that isn’t testable, go somewhere you haven’t been, be open-minded to new experiences and opportunities, but it’s during and after those moments that real insights are learned and true progress is made.