Actually there is only one rule. All others are guidelines to be interpreted by the writer.
Rule #1: A winning resume is about the hiring managers needs, not the candidates' wants. A winning resume describes a candidate in terms of what the hiring manager needs.
That's how to create a winning resume, one that generates interviews.
Some facts and generalities about resume writing:
Fact: Resumes are not biographies, they are advertisements. Buyers want to get the message quickly, succinctly, and concisely. They are easily bored and prone to trashing massive, densely packaged ads.
Fact: Keywords that are relevant to the hiring managers' needs will get candidates discovered. Fluff will not.
In General: Hiring managers and the recruiters who support them don't read resumes, they glance at them; their eyes quickly scan them. Well-written resumes generate interest quickly. If people are not excited about what they see within 5 seconds or so, the resume is toast.
Fact: A strongly stated personal brand statement with a great marketing 'hook' will excite people to read further.
In General: Quantified results statements generate the most interviews. Responsibility statements without results, not so much.
Fact: Neat organization, with like things neatly aligned and decent borders, font and font size, result in a professional appearance. Fanciness does not, particularly when excessive.
Fact: Poor spelling or grammar is an indicator of carelessness at best and ignorance at worst; and they stand out like a sore thumb.
Fact: ATS may gag on over 40 resume attribute mistakes. ATS is not kind to candidates or writers. Writers must know how to appease the beast.