As the GM, you are the eyes, ears and nose of the players and their mice. Don’t unnecessarily hide things from your players. Make sure they have all the information they need to make meaningful choices.

Make the world a consistent, understandable place. Don’t shy away from magic and weirdness, but maintain a logic behind it that can be decoded.

Be an impartial arbiter of the rules of the game and the world. Let the dice fall as they may. Follow the goals and actions of antagonists to their logical conclusion.