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There are a lot of authors out there who publicly talk about what they want writing to be, not what writing is. Mr. "sit at the typewriter and bleed" tried out 26 different titles for A Farewell to Arms, finally settling on number 12. There is science to it, and there are methods that make you more successful, but they tend to be unfun. I've beta-tested for Final Draft for like fifteen years now and there was a time when they'd tell you that the "want to be a screenwriter" market is substantially more lucrative than the "screenwriter" market but since that's bad for business, they keep it on the downlow. Multiply by every other creative profession.