I know I’m going to make a lot of people mad, but hey, I might also make some new friends: I hate statistical significance. It’s not the math. The math is good; the math is great. The smart people who came up with it did so for good reason. What I hate about statistical significance is how I see it used in marketing. At some point, statistical significance began to feel like the gold standard, a substitute for judgment, and sometimes it even becomes the point where people st