I would never write a word. The pressure would be WAY too much for this old country boy. However, if I say I'm going to write about two hours of entertainment, I'm off and running. That's it exactly. I write stuff that I, myself, would enjoy seeing.
Writing is the sincerest form of schizophrenia.
That's where mood comes in. I hate sitting on a committee but love writing them. Great sources for interplay, conflict, characterization and eccentricity there. Usually, it's the opening. Then, of course, I have to top it.