CHAPTER 5
Isolation of Program Effects
It’s always good to be underestimated.
—Donald Trump
Route Guidance: Give Credit Where Credit Is Due
We have all been in those meetings where good things happen and everyone takes credit. For example, the CEO of a large financial institution asks his executive team why there has been an increase in consumer loan volume. The executive responsible for the consumer lending points out that his loan officers are now more aggressive. The marketing chief adds that she thinks the increase is related to a new promotional program and an increase in advertising. The chief financial officer posits the increase is due ...
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