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Blake started out burying the title--not "killer" enough.
Then he and the others pushed and pulled and tossed out the trans-fat of all my old ideas and dieted me instead on new ideas. Weird ideas.
We ended up with a completely different story. But, hey, I'm no longer stuck.
This is Blake Snyder.
BTW: If you're a story teller? Get the book. And his blog is to your right, should you want to learn more about his 15 beats.