How to read over the Easter holiday

There’s more than one way to read.

When we learn to read, we learn to read books. We take our time and we absorb the story. We picture Jack and Jill up the hill, with the pail of water.

When we grow up, we learn to read emails. We hate reading emails. We take as little time as possible and hope that the writer put the gist in the Sj: line or at least early on.

And it seems we might need to relearn how to read.

Recent studies from cognitive psychology [1] show that ‘deep reading’ – slow, immersive reading, rich in sensory detail and emotional complexity – increases your ability to empathise.


Empathy is crucial in business, and not just for company leaders.

Empathy is vital for brand teams. Truly understanding your customers gives you a competitive advantage: if you can empathise, you can predict behaviour.

But it’s not just the content of what you read that’s important. It’s also the act of deep reading itself; it forces you to engage the same areas of the brain that you would use in real life situations.

And, back to Easter holidays. What about children? A recent study [2] found that if you read more stories to children, they develop a sharper theory-of-mind, so you should probably pack a book for them, too.

We use language to help our clients better understand their customers. We can also recommend some great books to read over the holidays. If you’d like to chat about either of these things, email Chris.




1: ‘Exploring the link between reading fiction and empathy: Ruling out individual differences and examining outcomes’ by Raymond Mar and Keith Oatley

2: ‘Exposure to media and theory-of-mind development in preschoolers’ by Mar, Tackett and Moore, 2009