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Bruce McCullough passed away in Fall 2020, just before this book was published. Bruce was an extraordinary scholar and friend, who will be greatly missed. He was fair, direct, true‐to‐his‐word, and expected the highest level of rigor and integrity from himself and those around him. He was also unusually protective of those he took into his care including junior colleagues like me, as well as his wife and children. I'm sure it troubles him greatly that he can't be here in‐person to see us all through.

Based on many discussions we had about the book, I know he felt just as protective towards his readers. He devoted the last few years of his professional life to providing you with a book that would open up the potential of experimentation in business and prevent you from making mistakes when you design and analyze your own business experiments. I hope you enjoy learning from Bruce as much as I did.

Elea McDonnell Feit

Philadelphia, PA