If you go to the English Parachuting Association web site... you find this lovely Excel spreadsheet which has got all the deaths... [F]or the last 20… - David Spiegelhalter

<nowiki>[</nowiki>s] don't have to get into fantastically complicated statistics. ...It's all just to do with proportions, that's all! It's not a skill. Well, it is a skill in how to tell a story. ...[C]linicians now—we've got some online courses that do this—can learn to do it... Getting a rough idea of magnitudes is very important, and... to avoid words like "chances" and... I'm not even that keen on "s." So I'd much rather say... Experience shows that out of 100 people who match you in these characteristics—They're not you, but would be matching—This is what we would expect to happen, about 60 of them would survive this and... 30 blah, blah, blah... Just as a descriptor, and you could draw a little picture...[etc.] So we've got these possibilities. ...We don't know which one of these you'll be, and then it's very reasonable to tune it: but in your circumstances we... think you're better... other factors... put your chances a little higher... but we can't guarantee it either way.

Framing is absolutely vital. ...All the work in communications is driven by the work of psychologists like Kahneman, Tversky...[etc.] The simplest one... is not always to talk about s, but to talk about s, and preferably... to give both. Our predict systems are almost always... positively framed, all in terms of survival. So we draw survival curves, not mortality curves... How long can you be without this condition. ...In a way you should give both, but ...it makes a big difference ...whether you talk about 2% mortality or 98% survival. ...2% mortality sounds rather terrifying while 98% survival sounds rather good, and we don't want to unnecessarily upset people... [W]e are all going to die ...It's 100% mortality in the end, but you want to show a decline in survival ...because it's just fairer and more likely to get people engaged rather than frighten them off immediately. ...[W]hen we ...provide an icon array that shows everybody, it shows the deaths ...patients like it. ...They like seeing out of 100 people ...in 10 years time, how many people are going to be alive ...because they have the chemotherapy now, or dead because of breast cancer...[etc.]

[W]e can compare hang gliding... taking heroin... health treatments, with standing next to Hiroshima. We're deliberately... using these numbers to tell uncomfortable stories.