A lot of people end up in different types of roles because they don't want to choose what's available to them. You've got to test it out so that test drive or what we'll call designing experiments and tweak it so that you are in fact hitting the right direction for you. And then step three is all about it. Being able to choose the right approaches and right tactics that are going to get you there. No, none of this is easy. Is it worth it? Well, absolutely. It's also something that many people have described as one of the most difficult things that they've done.

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