The concern about what's too violent or what's too scary is something that I just completely don't let enter into my creative process. I feel like, if I spend a lot of time trying to worry about whether it will appeal to everyone and who will like it and who won't, and I try to please everyone, I'll just spread myself too thin and lose my mind.
I didn't see it then, but it turned out that getting fired from Apple was the best thing that could have ever happened to me. The heaviness of being successful was replaced by the lightness of being a beginner again, less sure about everything. It freed me to enter one of the most creative periods of my life.
Creativity is the generation and initial development of new, useful ideas. Innovation is the successful implementation of those ideas in an organization. Thus, no innovation is possible without the creative processes that mark the front end of the process: identifying important problems and opportunities, gathering relevant information, generating new ideas, and exploring the validity of those ideas.
I had saved a few hundred photos of dodo skeletons into my 'Creative Projects' folder - it's a repository for my brain, everything that I could possibly be interested in. Any time I have an Internet connection, there's a sluice of stuff moving into there, everything from beautiful rings to cockpit photos.