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dot me slash TFTS. The bottom line is we must write so that our readers will pay attention and be engaged.

Today, we will learn how to become better

writers for busy readers. My name is Matt Abrahams, and I teach strategic communication at

Stanford Graduate School of Business. Welcome to Think Fast, Talk Smart, the podcast. Today I really look forward to speaking

with Todd Rogers. Todd is a professor of public policy at the Harvard Kennedy School of

Government and is the faculty director of the Behavioral Insights Group. Todd teaches courses

on the science of behavior change. And he has written a new book called

Writing for Busy Readers, Communicate more effectively in the real world. Todd, when you and I first got a chance to speak a while back, I felt like I was with a kindred spirit. We both have such a passion for communication. Thanks for being here. I'm super excited to chat with you.

Thanks for having me, Matt.

So let's get started.

My first question has to do with one of the subheadings I found in your book.

It caught my attention.

...