Makes the reader stop scrolling
Is comprised of an emoji, then a short intriguing phrase, then a colon, then a plain-English explanation
Minimum 8 words, maximum 14 words
For example:
🛗 No Lift: How Social Housing Chokes Social Mobility
Makes someone book
Is a trailer, not a summary
Minimum 45 words, maximum 65 words
For example:
Social housing was supposed to loosen the grip of background on destiny. Because it overlooks geography, a different grip tightens: local eligibility rules mean a tenant who moves loses their place in the queue, and a tenancy is worth far more in London than anywhere else. Zach quantifies the chokehold, then asks what would have to change for social housing to actually improve social mobility.