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When you tell a customer something is 125% better, they’ll think it’s only 25% better.

This is the Off by 100% Bias.

That new Black & Decker vacuum cleaner that claims to last 125% longer? Its performance will seem underwhelming.

Telling people their energy usage is 108% more than other households? They’lll underestimate how much of a power hog they are.

Of course, increasing their prices by 110% is likely to be underestimated, too. That is, until they get your...