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What I love about Bob McKee is the distance he is able to place between the text, narrative or screenplay,  and the writer. The ability to lay out some clear "how to" approaches to writing, yet the emphasis on creativity through individual writer aspiration for the "truth." His definition of a good piece of writing is an "an alchemy that no-one can decide". But then he is able to break down the components of that alchemy, the need for a craft of writing based on structural principles that appear to be timeless. Aristotle wrote about rules of rhetoric for reading and writing centuries ago. Many of those rules  are embedded in the languages we write in.