When you don't know something, sometimes the first instinct is to ask an expert.
But I think that's a mistake: experts, wizards and consultants are fickle friends. Experts usually mean well, but they often don't dwell in the world of reality. Have you ever noticed that the more expert people are in a subject, the more they tend to get into arguments?
Expert analysis and research have their place; theories help us see larger patterns and turn observations and perceptions into meaning.
But never underestimate the power of your own common sense.
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