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Why I Ignore All Studies

When I was first learning about marketing (I never got very far with it), one of the things I remember reading was how important studies are. If you can share a study that supports your point, it becomes immediately more compelling. The same is true of writing books. When I wrote my habit book, several people told me that I should dig through studies, find some that supported my points, and then include them.

I don't find studies compelling at all, and generally disregard them when it comes to making decisions. There are three main reasons why I do this.

First, it is a lot easier to prove correlation than causation. For example, a study could probably show that people who buy Rolls Royces live longer than those that don't. The argument could be put forth that riding in such a fine automobile is so good for the soul that the owner gets to live longer, but it is probably just the case that if you have the money for a Rolls Royce, you also have the money for good health care. The "one glass of wine a day" argument could also fall into the category. Could it be that regular wine drinkers who don't overindulge are just people with reasonable restraint and better financial means than average? Probably.

People who write studies are actually usually pretty careful to note correlation vs. causation, but media outlets show no such restraint. That's why you see all sorts of magazine articles that say things like, "Could eating broccoli once a week make you live for an extra year?".

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