whether it's shakespeare feeling lines from christopher marlowe or the bloomberg printing presses, wine press technology transplanted to the printed word or the google search algorithm. we've been ranking pack democratic articles in terms of the number of citations for decades and they simply took that hold idea and cept them to the worldwide web. >> howeb. >> rose: how do you see creative from what you do. >> it mostly plays out in my day to day work. i don't know how to finish a sentence or begin an article. and i'll sit with it for hours and just struggle and get so angry. one way of writing this book has changed my process it's much more willing to take a break and leave the phone behind and just make time to waste time. >> rose: what did jazz pianist have. >> this is for me one of the big mysteries that i was interested in when i began thinking about this book. you watch videos and john coltrane. this guy steps out on to a stage and beauty pours out of him for 45 minutes or 60 minutes. he is just improvising. he's no idea what he's going to play and yet he just knows he can invent