dwight swain

Why does your reader judge the focal character? Because he can’t help doing it; can’t restrain himself. Convictions, feelings, are part of him–his most inner being. When he bumps into the right stimulus, they come boiling forth, reaffirming their own existence in heightened tension and speeded pulse. If your reader DOESN’T judge, count on it that the focal character is too bland and innocuous and uncommitted to be worth writing about.
—  Dwight V. Swain, author of “Techniques of the Selling Writer”.