The reader is someone with an attention span of about 30 seconds.
On Writing Well: The Classic Guide to Writing NonfictionIs it okay for a U.S. bank to pay a U.S. banker but not a U.K. bank to pay a U.S. banker?
Bob DiamondIf you are doing well, your business will pay more in tax; if you're not doing well, you pay less.
Matt Gonzalez