Does craft matter?

Craft is what separates the great writers from the merely good ideas. Everybody and their brother has an idea for a script, although most do not know how to execute it.

Personally, I have read a few novels that presented great ideas, but were written in a rudimentary, unengaging way. A strong idea may carry readers past an uninspired narrative, but a writer with a superlative handle on his craft can take any story and make it enjoyable to the reader.
 
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