This is Joss Whedon:

Here (via Scriptwriting in the UK) are his Top Ten Writing Tips. They’re nominally about screenwriting and film-making, but they’re relevant to any kind of storytelling.
As with any set of tips for writers (such as this from Alan Moore, and this from Elmore Leonard) you may find there are some parts you agree with more than others. But I think Whedon’s tips 1, 4, and 7, in particular, are solid gold.
Power to your writing elbow,
Sam
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