We never enter into new recording projects thinking, “Yeah we’re gonna write something great here!” A lot of the time it’s a feeling like, can we write anything else? Is there anything else to say? You know what I mean? There’ll always be things to say, but if we can’t dress it up right, then it’s game over. It feels like a pretty honest place to start from: What is there to say?

So I started with this idea of could we do private equity totally differently than had been done? One of the major features of what we do is something called demand aggregation, where we go to corporations and what we call the CPO, the purchasing officers of those - chief purchasing officers. We developed a council of Fortune 500 companies.

It’s different for every project for me. Books are a combination of character, plot, and setting. And every book I write, I could point out and say, oh, there was the first idea . Usually they’re growing separately , a couple ideas for the plot, a couple seeds for characters. An idea for a magic system or a governmental structure. Those will be growing independently in my notes file. I know I have a book when these different elements start to meld together in my brain, and change each other in interesting ways. I’ll start to say, all right, these two ideas belong together. Here’s this character who belongs in this plot. Is there a setting that I’ve been developing that also enhances this?

Obviously, it’s different for everyone. And actually there is a difference for each thing I do. But one way it happens is to just move. [ laughs ] I mean, obviously, you don’t just sort of randomly throw yourself around the room. You move with these ideas and sometimes I find that I’ve already got images in my head that I imagine my body in, or sometimes I have sequences in my head. I think a lot of time I’m listening to what comes next because sometimes the body will tell you that. Often I don’t document it too early in the process because sometimes if you forget stuff it’s worth knowing that the things that you forget maybe weren’t worth keeping. The things that have settled are the things that need to be kept because they seem most urgent. I don’t know. I mean, sometimes it’s about going to the studio and nothing happens for a long time and you just sit there and you’re not feeling it. That’s awful. It’s like when you’re writing and sometimes you go to the coffee shop and you’re like, “So, we’ll just see what happens.” And you end up on Facebook. I think the answer to this is… I really think the answer to this is I don’t know. [ laughs ]

My grandfather looked at me, and after a bit of silence, he gently and calmly said, “Jeff, one day you'll understand that it's harder to be kind than clever.”

What I want to talk to you about today is the difference between gifts and choices. Cleverness is a gift, kindness is a choice. Gifts are easy — they're given after all. Choices can be hard. You can seduce yourself with your gifts if you're not careful, and if you do, it'll probably be to the detriment of your choices.