A kid of your age---any kid---could get hold of matches if she wanted to, burn up the house or whatever. But not many do. Why would they want to?

A campaign, like a brand, is not just a number of bits put together - a claim here, a pack shot there, a reason why somewhere else. If we try to produce it by the atomistic approach, we will end up with a sort of Identikit brand. It will be a perfect description of the structure of the brand, as the Identikit can describe the contours of the face. But it won't be the same thing. The brand will never come to life.

Small towns harbor small imaginations.

When we blew the first atomic bomb at White Sands near the end of the war, nobody knew what was going to happen. There was a theory that the chain reaction would continue forever. And we would have created a little tiny sun out there in the desert that would burn until the end of the universe. It wasn't a widely held theory but it was a theory that nobody had a way of disproving. There were people who thought it wouldn't go off at all, that it would simply sit out there and melt and produce a great big dirty cloud of radioactivity. Nobody knew.

The writer's original perception of a character or characters may be as erroneous as the reader's.

Only enemies speak the truth; friends and lovers lie endlessly, caught in the web of duty.

When your story is ready for rewrite, cut it to the bone. Get rid of every ounce of excess fat. This is going to hurt; revising a story down to the bare essentials is always a little like murdering children, but it must be done.