1. Have a setting, as to write the rules around it. Do not be as lame as to make a generic ruleset and then put a setting over it.
2. Evoke the setting. Make it as tangible as possible through description, implied descriptions, tables, clichés. Tangible is better than sensible.
3. Do not write optional rules; make the effort to choose the best option yourself, you are the designer. GMs do not like having to decide that shit. Players in general are not dumb and will homebrew their own rules eventually if they don't like the established ones.
4. Make it so the players have either a long or short term goal right at the start. A good long term goal will make the players decide a first step towards it. A good short term goal will unlock new goals by its pursue and/or its resolution.

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