I recently received an email from a colleague following the post of my article on business experiments. Tongue firmly in cheek, he exasperatingly asked how long I can continue to milk the use of randomized business experiments in my blog. Enough already, he implored, write on something else! A bit more seriously, he then asked if it were the experimental way or the highway for me.

My first reaction was to jump to defense of randomization and experiments as the proper foundation of the scientific method for business, blah, blah, blah. But as I started to draft my response, I realized  there was merit to his ribbing. I've been writing as if randomized experiments were themselves a desired end state when in fact they're just methodological tools to help scientists get to their goal of reproducible discovery.

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