Epistemologists have proposed various norms of assertion to explain when a speaker is in an epistemic position to assert a proposition. In this article I propose a distinct necessary condition on assertibility: that a speaker should assert only what she sensitively believes, where a subject's belief is sensitive just in case the subject would not hold it if it were false. I argue that the Sensitivity Rule underwrites simple explanations for three key features of assertibility that pose explanatory challenges to (...) other prominent proposals: the fact that assertibility is open under known entailment, the general impropriety of assertions that a lottery ticket has lost made purely on the basis of the speaker's knowledge of the odds, and the fact that assertibility varies widely with features of the conversational context. I close by considering three distinct roles the Sensitivity Rule might play in the overall theory of assertibility. (shrink)