"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.]"