A profile with Jerry Seinfeld last year gave a little insight on his creative process:
Developing jokes as glacially as he does, Seinfeld says, allows for breakthroughs he wouldn’t reach otherwise. He gave me an example. “I had a joke: ‘Marriage is a bit of a chess game, except the board is made of flowing water and the pieces are made of smoke,’ ” he said. “This is a good joke, I love it, I’ve spent years on it. There’s a little hitch: ‘The board is made of flowing water.’ I’d always lose the audience there. Flowing water? What does he mean? And repeating ‘made of’ was hurting things. So how can I say ‘the board is made of flowing water’ without saying ‘made of’? A very small problem, but I could hear the confusion. A laugh to me is not a laugh. I see it, like at Caltech when they look at the tectonic plates. If I’m in the dark up there and I can just listen, I know exactly what’s going on. I know exactly when their attention has moved off me a little.
“So,” he continued, “I was obsessed with figuring that out. The way I figure it out is I try different things, night after night, and I’ll stumble into it at some point, or not. If I love the joke, I’ll wait. If it takes me three years, I’ll wait.” Finally, in late August, during a performance, the cricket cage snapped into place. “The breakthrough was doing this”— Seinfeld traced a square in the air with his fingers, drawing the board. “Now I can just say, ‘The board is flowing water,’ and do this, and they get it. A board that was made of flowing water was too much data. Here, I’m doing some of the work for you. So now I’m starting to get applause on it, after years of work. They don’t think about it. They just laugh.”