It's not about speed reading... it's about marathon reading. Enjoying it, and doing so to the exclusion of other activities because all you can think about is what's going to happen next.
Two books ago, I was still working at Disney, and CMs literally brought the book to work with them and read for their entire breaks. You get so sucked into it that you can't wait till the end of the work day to read more. There were CMs all over backstage with books in hand that first week.
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