Some years ago a large, successful chain of private schools invited us to pitch their business. Among the strategic benefits they wanted their advertising agency to play up: that the school's students consistently test in the highest percentile. What better testament to the school's abilities?

Just one problem. It is the school's policy to expel kids who don't score consistently high on tests. It appears that the school’s high overall test scores are more of a testament to their selection and expulsion criteria than to their teaching acumen.

Consumers, beware what "tests show." Marketers, please don't fudge your numbers.

—Steve Cuno
 


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