These ten story building rules are valuable because they specifically speak NOT about creating a "HERO'S JOURNEY" , the 3 act structure or even about character development. They are, rather, more about the ethos and genus of the WORLD in which the story (or multiple stories) takes place.
Much like in drawing, where objects and characters make more sense to us when we see a background, setting horizon line or even the ground that a character walks on, these rules pertain to the substance where the story (or multiple stories) lives, breaths and acts.
Let me point out that rule seven, "Aim to create fans, not projects. Your fan base decides your projects and influences the wolrd's growth." has implications beyond transmedia, such as user experience design.