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comparison

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    Rhetoric & Omission Entry #0585

    The reason a statistic needs a comparison to mean anything

    A number alone is a fact without a frame. The comparison supplied beside it is what gives it size, direction and significance.

    Master
    The hidden part #0585

    A number alone is not an argument. The comparison beside it is the argument, and the person who chose the comparison chose the conclusion.

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    Decision Architecture Entry #0138

    Why adding a third tier sells the second

    The expensive option is not there to be bought. It is there to change what the middle option looks like, and it does that job without ever being chosen.

    Adept
    The hidden part #0138

    The premium tier nobody buys is not a failure. It is the instrument that decides what the tier below it appears to cost.

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    Price Psychology Entry #0364

    The reason instalments change what people buy

    A total is compared against savings; a monthly figure is compared against small routine expenses. Changing the unit changes which comparison is made.

    Adept
    The hidden part #0364

    The unit chooses the comparison. A monthly figure is measured against small habits, a total against savings.

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