Some Useful and Rather Unmild Advice

WOW.

I read the article below and I was nodding and cringing at the same time. Nevertheless, I believe this post by author Russell Blake is a must-read for writers.

http://russellblake.com/in-praise-of-bad-writing/

Personally, I'm a fan of having a character arc. Which guideline (aka rule) will you probably always follow?