Washington D.C. – In case you missed it, Harvard Business Review has an interesting Step-by-Step Guide to Smart Business Experiments. Eric Anderson and Duncan Simester discuss how sophisticated executives are answering this question leveraging the scientific method. While seemingly straightforward, even the most advanced companies find it difficult to design rigorous, in-market, consumer-facing tests and use insights from these tests to guide strategy. Most Fortune 500 companies are now using APT to successfully design and learn from smart business experiments.