The author is slightly off the mark. All of these "rules" we hear -- for advertising, powerpoint presenations, social conduct, etc. -- are not actually rules. T

The author is slightly off the mark. All of these "rules" we hear -- for advertising, powerpoint presenations, social conduct, etc. -- are not actually rules. They are guidelines meant for beginners who need a starting point. Most guidelines are written so that beginners avoid producing bad stuff -- not with the intent to make great stuff. Once beginners realize WHY these guidelines are suggested, then they also realize how they can move beyond them and still deliver compelling results.