The DO IT process relies on naturalistic observation to study and improve performance. It's impossible to set realistic but challenging goals without first observing current performance levels, and it's impossible to improve an intervention process unless performance is observed before and after attempts to improve it. When people use the DO IT process they are actually applying the scientific method and adding to their profound knowledge. This depends, of course, on an objective and reliable observation process. We cannot rely on direct observation for all of our study behavior. Fortunately, we can learn a lot by listening to experts relate their observations. But we need to be leery about advice based only on common sense or on information gleaned from the popular press. I recommend asking the expert to reference the research on which they base their theory, conclusion, or recommendation. Listening carefully to people's opinions, feelings, and concerns can help immensely at improving morale and solving human factors problems. Unfortunately, there are often barriers in place that stifle people from offering safety suggestions. Sometimes the people who can use a suggestion are not ready to listen. Obviously, you need to study your workplace (especially through careful observation and listening) in order to find and remove these barriers.