1. Distinguishing a successful idea from an ineffective idea is like sex. . .it's all about whether the other person is enjoying it or not
  2. Being in a good mood is an important stimulating aspect to a creative process
  3. Begin with a "blue sky period" where you brainstorm ideas & everything is valid
  4. Develop a concept starting with the easy part, an idea you already love, rather than the problem area
  5. Have a personal notebook to document any inspired ideas throughout the day without judgement
  6. Separate ideas from the execution
  7. A good concept has a punchline that is right in front of your face the whole time, but isn't revealed until the end
  8. Observation (curiosity) fuels everything
  9. it's not about the rules, it's about you and the audience
  10. Try to bring things to the audience's attention that they kind of already felt, but didn't realize until it is brought to their attention