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Here is a question for you. How reliable do you think business models are in producing the same results every time they are used? This questions leads some managers to ask those fearful words: "What is the statistical probability of the outcome of the model?". The question is not unreasonable if you are spending time and money going down a certain path; you want to know the dependability of the model in generating a predicted result? Models are theoretical frameworks. There are too many variables for them to be predictive to plus or minus 5%. Take the AIDA model for example. This framework tells us that action can only take place when there has been a build-up of awareness, interest and desi