The evil genius of terrorism is that that maximizes unfamiliarity, imaginability, suffering, scale of destruction, unfairness. It's really important to understand why terrorism is so frightening because it is a psychological war and until you understand it and try to reduce the dread, until then you become like a force multiplier for the terrorists inadvertently because you'll tend to overreact to terrorist attacks because the dread factor is so high.

By sort of combining the research of a lot of smart people, I came up with an equation for dread [dread=uncontrollability+unfamiliarity+imaginability+suffering+scale of destruction+unfairness]. The dread equation is a simplification, but it's a way to explain why we fear something so much when it is so unlikely. Part of it is the lack of control. That's why we're more scared of plane crashes than car crashes even though we know rationally which is more dangerous.

We don't talk about that at all as a country. I think that most people assume that there's nothing they could do if a nuclear bomb went off in their city. And that's just not true. Most people would survive most terrorist nuclear attacks because the bombs would likely be much smaller than those we were dealing with in the Cold War.

Women in particular seem to say things like, "I'm sure I'd be the one screaming and not moving in an emergency." I don't think that's the case. People who've been through really horrible life-or-death situations say that nobody behaves the way they would have expected. But that said, there are predictors.

Citizens are not prepared for attacks because there is a bias against the public by nearly every expert and government official. In emergency preparedness, there is this belief that public will panic, that the public is not to be trusted, that there will be looting.

A lot of the time you see a warning, in the subway, or in a movie theater, the main thrust of the warning will be to not panic if there is an emergency. To listen to directions. Now that's a waste. They could have given you information, but you can see their expectation that you're going to screw up.

We gauge risk literally hundreds of times per day, usually well and often subconsciously. We start assessing risk before the disaster even happens. We are doing is right now. We decide where to live and what kind of insurance to buy, just like we process all kinds of everyday risks: we wear bike helmets, or not. We buckle our seatbelts, smoke cigarettes, and let our kids stay out until midnight. Or not.