On Research: I know I said that, but...

A reflection on what people say and what people do can often be at odds with each other. Use research early on to help you to avoid those pitfalls and the associated costs.

It may not come as a surprise that humans are flawed. We like to please people and be part of a tribe — to feel a sense of belonging. These are admirable traits but they can stand in the way of understanding each other. Like, really understanding each other.