When I'm writing a book, generally I start with the mood and setting, along with a couple of specific imagesยthings that have come into my head, totally abstracted from any narrative, that I've fixated on. After that, I construct a world, or an area, into which that general setting, that atmosphere, and the specific images I've focused on can fit.
China MievilleThe problem with most genre fantasy is that it's not nearly fantastic enough. It's escapist, but it can't escape.
China Mieville