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State percentages as natural frequencies rather than percentages or decimals

My latest InsideCounsel column, which went up on May 2, 2011, talks about a congenial way to explain portions of wholes, such as how many lawsuits out of all our lawsuits cost more than $100,00 to defend last year. So-called natural frequencies are less off-putting than percentages or decimals. The column offers an explanation for this conclusion from evolutionary cognitive science and gives some related examples of ways to discuss metrics that keep your listeners from tuning out or passing out.

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