1. Don’t be boring. 2. Make it hurt. 3. Have virtue but don’t signal it. 4. Don’t tell us what we already know. 5. All stories are political, so make it a good story. 6. Ignore what you want. 7. The end is like a knife in the back. 8. Nobody owes you anything, even when they do. 9. Make them pay attention. 10. Go for the KO or it isn’t worth the audience’s time.