Advances in computing have combined with the rapid dissemination of treatme
nt discoveries for diseases of public health importance to create pressure
for accelerated promulgation of promising research results to the medical c
ommunity. The 2 recent examples of the US Carvedilol Heart Failure program
and the Evaluation of Losartan In the Elderly (ELITE) study demonstrate the
importance of the prospective nature of research design, as well as the co
nsequences of its abandonment. This article explains in nonmathematical ter
ms the rationale for the tenet "first say what you will do, then do what yo
u said" in sample-based research.