Statistical Analysis: Common Mistakes by Sandro Saitta.
The post cites the following example from the paper:
“Imagine you are a regional sales head for a major retailer in U.S. and you want to know what drives sales in your top performing stores. Your research team comes back with a revealing insight – the most significant predictor in their model is the average number of cars present in stores’ parking lots.”
A good paper to re-read from time to time.