And when you’re finished, the most important thing, of course, is to publish wisely. If you have a good trial, publish it in the biggest journal you can possibly manage. If you have a positive trial, but it was a completely unfair test, which will be obvious to everyone, then put it in an obscure journal (published, written and edited entirely by the industry): remember, the tricks we have just described hide nothing, and will be obvious to anyone who reads your paper, but only if they read it very attentively, so it’s in your interest to make sure it isn’t read beyond the abstract.
