OK, this hooked me into reading further into the article than I would have otherwise

Deborah A. Cunningham, the manager of $261 billion at Federated Investors Inc., was squeezed into the bathroom of her family’s recreational vehicle, trying to help save the $3.6 trillion money market industry.

A good hook is necessary in presenting.

We all know that.

However, the same could be said for writing as well. Reading Bloomberg at 2AM is not something that I normally would be doing but the opening sentence of this article was far too good to pass by.