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Thou Shalt Always Be Clear

Thou Shalt Always Be Interesting

Thou Shalt Write For Thy Audience, Not for Thyself

Thou Shalt Not Recirculate Old Ideas or Language

Thou Shalt Be Compelling

Thou Shalt Employ Humor and Irony, As Appropriate

Thou Shalt Always Be Entertaining, No Matter What the Subject or Medium

Thou Shalt Avoid Impersonal Writing, Even in an Instruction Book

Thou Shalt Be Truthful, or At Least Not Lie

Thou Shalt Aim to Enlighten Thy Audience

Thou Shalt Not Shy Away From Provocative Ideas

Thou Shalt Treat Thy Audience as Adults

Thou Shalt Use Striking Language

Thou Shalt Never Blame the Audience, If It Doesn't Catch On

Thou Shalt Anticipate Thy Audience's Questions and Answer Them