Introduction: be interesting, or "B.S."? -- Who's listening? -- Blinded by science -- Subject and object -- Data -- Specific versus general -- Active voice, active mind -- Rhythm and emphasis -- A jury of your peers -- Who says? and so what? -- Claim, warrant and support -- Writing the analytical paragraph -- Classical argumentation -- "B.S." and how to detect it -- Writing for yourself -- The eScholar and the library -- Quotation and documentation -- The critical lens -- The open house -- Introduction and threshold -- Agent and thesis -- Plan -- Conclusion and takeaway -- A short chapter on titles -- Revision: the second look.