I've always found anyone who spouts hard and fast rules for storytelling difficult to take seriously. It always reaks of personal preference that they've bounced off a few like-minded individuals and decided it should be law.
I actually like some of the points made, especially this one:
6. Treating the reader as if they have to know everything right away
A mystery is good. You don’t need to dump everything you know about this world into the lap of the reader right away. Give it some time. If you craft it right, they’ll keep reading to find out all that stuff.
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But then you get this gem:
10. Starting with dialogue
I don’t care who is talking if I don’t know them. Give me a reason to care about those words by showing me a character in a particular scene.
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That's just their opinion at this point and I've seen some brilliantly crafted dialogue starts. There are other examples too that if those rules were followed would discount great swathes of fantastic books out there. This feels more like a "get published" guide than a "good story" guide. They can overlap, but they are different.