Finally, any approach to evidence-based man-agement should ensure that the practices suit theindustry and functional context. For example,professionals in a biotechnology company would beexpected to follow and use industry-appropriateevidence-based practices that are likely to bemore rigorous and extensive than those adopted bya fashion-clothing company. Such practices includeencouraging or even requiring their employees todo the following four things (seePfeffer & Sutton,2006): (1) demand evidence for statements thatseem implausible; (2) examine the logic or cause-and-effect reasoning between the evidence andthe statement; (3) as needed, encourage experi-mentation to test the confidence of data and val-idity of statements; and (4) continually repeat andbuild on the first three activities to create anevidence-based learning culture that stifles theproduction and spread of bullshit.