This must-have manual for anyone in the entertainment industry offers a practical, 11-step program for creating and packaging compelling entertainment, then maxmizing its full business value. Author Gene Del Vecchio, former vice president at Ogilvy and Mather, goes well beyond the principles of writing a sellable novel or screenplay. He shows how to create a true multi-category business franchise by employing an audience-centric approach that addresses the needs of end consumers. Drawing upon original consumer research commissioned exclusively for this book and incorporating rock-solid data from experts throughout the industry, Del Vecchio provides concrete tools to help generate original, captivating story ideas that embody what he calls "marketable artistry" and lead the way to blockbuster success.