Wanna understand a market when traveling?
Spend time with the sales team.
The lower their seniority, the more you'll understand it.
If you wanna know if a restaurant is clean, you don't ask the owner.
You walk into the bathrooms.
You enter the kitchen.
You got it.
You go where the action is.
Be effective on your business trips.
Don't be stuck in the "busyness" of the business.
Brands are built bottom-up.