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  "documentTitle": "Pixar 22 Rules Analyzed",
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  "notes": "This appears to be a page from a book or essay, likely related to creative writing or filmmaking advice.",
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      "kind": "paragraph",
      "text": "Because on average audiences, frankly, want interesting (not necessarily likable) characters more than they want interesting ideas.",
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      "text": "Letting the goal of surprising yourself at every turn rule your creative life can lead you into deadlock. There is simply no way you'll have a non-obvious idea for every turn in every story (or every riff in every song, or every drawing, etc.)",
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      "text": "Audiences generally want only one or two big surprises. So if you pack your story with nothing but surprisingly novel ideas, it will be intellectually intriguing and perhaps respected for its vision - but it won't necessarily be emotionally satisfying and find a wide audience.",
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      "text": "Another thing to consider when taking this advice is that \"new and surprising\" can also send you off the rails if you're not careful. Not everything needs to be new and surprising.",
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      "text": "But in doing so you need to be cognizant that's the kind of project you're creating, and set your expectations (and budgets) accordingly.",
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      "text": "As I discussed in the rule #11 analysis, it's better to be doing bad work than no work at all.",
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      "text": "There's nothing wrong with experimental, visionary work - in fact it's necessary to do some in order to challenge yourself and the world. I love experimental work, and do a lot of it myself.",
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      "text": "Of course we all strive to have both great characters and great ideas, but stories with great characters in simple, mostly obvious (i.e. relatable) stories are usually more endearing than stories propelled by novel ideas alone. In other words:",
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      "text": "My pal John August came to Pixar and gave a talk about \"Genre and Expectation\" in which he correctly pointed out that genre expectations mostly need to be met, and that new and surprising elements of a story need to be carefully chosen and placed in order be surprising without taking the audience out of the story by failing to meet expectations too often.",
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