Building a culture of reading in secondary schools is "like training for a marathon or losing 50 pounds: Every big shift is built--and sustained--by small, incremental steps." In this article, "Book Love" author Penny Kittle describes specific strategies that middle and high school educators can use to set the conditions for deep reading. To create a school of readers, we must prioritize time to read, offer access to irresistible books, give students choice, and encourage teacher learning. When teens hunger to read, instead of submitting to "academic trickery" (pretending to read), it can have an academic and social-emotional snowball effect.