What can game masters learn from storytelling professionals?

What can game masters learn from storytelling professionals?
I have a shelf full of books about writing and storytelling. Some of them are written by famous writers. Some are written by people you have never heard and teach the craft of fiction at well regarded university writing programs. They all have something useful in them. They all have varying degrees of bullshit. Here …
Sword & Sorcery protagonists don't change and that's just how we like it.
Storytelling > Writing
What if you created games and stories with the intention that they would still be enjoyed in 50 years?
When you play the game you get a story that is easier to create and probably better than the one you intended.
Are you going to ride the Story Horse or the Game Horse?