Seinfeld: It’s very important to know what you don’t like. A big part of innovation is saying, “You know what I’m really sick of?” For me, that was talk shows where music plays, somebody walks out to a desk, shakes hands with the host, and sits down. “How are you?” “You look great.” I’m also sick of people who are really there to sell their show or product. “What am I really sick of?” is where innovation begins.