IC Book Club 

Revisiting the Zurich Axioms

Revisiting the Zurich Axioms

Your publisher will tell you. The most important thing about any book is its title. Get that right and you've caught your reader. It's the hook. You dangle it in front of them. Intriguing. Enticing. It promises so much but says so little. Their imagination does the rest. They have to buy it. You've got them.

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