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Seth Godin is, as usual, 100% correct about the best way to use statistics as a marketer. Changing the statistics is a lot easier than getting people to admit that their worldview is wrong:
If you, as a marketer, can package data in a way that people with a certain worldview can accept, you move the conversation forward far more quickly than if you merely dismiss the non-customers or the doubters as stupid.
Check out the full post.
