"And schleps should be dealt with the same way you'd deal with a cold swimming pool: just jump in." (love the metaphor pg)

I did this once outside of my startup on a motorcycle trip to Panama, crossing the boarder into Mexico was a huge block for me and my riding buddy. We stayed in the US and drank beer for 2 days straight not realizing what we were doing. Then one night we had a moment of clarity, jumped on our bikes and headed for the boarder.

We just jumped right in!

In that moment of clarity I removed the fear and felt total freedom and the world became my oyster if only for a moment or two.

I think schleps are the reasons why many startups either fail or succeed, the ones that win hit the wall and learn to break through them.