Grant Morrison's approach to writing this series was to make the reading as universal as possible. They stated that they were not interested in "re-doing origin stories or unpacking classic narratives" but instead wanted to do "a total update, rehaul and refit". However, rather than just creating a "fresh and relevant" update for new readers, Morrison wanted to write a "collection of ‘timeless’ Superman issues". The origins of this lie in a revamp of Superman, "Superman Now", which began when Morrison and editor Dan Raspler were unsuccessfully brainstorming ideas for a new take on the character outside the San Diego Comic Con, when they had a "shamanic" encounter with a man dressed as Superman which helped spark the creative process and inspired the cover to the first issue. Morrison states in an interview: