rules

"I'm afraid I can't do that Dave."

- HAL 9000

There are a lot of gurus with a lot of theories and a lot of proven formulas to create great entertainment. Some of these gurus have great information while others are less admirable. By and large, however, they'll all agree that they may have a formula that tends to work but none of them have ALL the answers. Part of this is because there are no hard and fast rules, there are no definites, there are no guarantees. This is both an advantage and difficulty for any creative professional.