The creative brief evolves

The creative brief is just a beginning. 

The creative brief synthesizes what we know, what we hypothesize, what we hope for and image possible. But it rarely solves the assignment in and of itself. The creative brief initiates another exploration, more hypothesis. Above all, as Jon Steel wrote, the creative brief should inspire hope that an evocative, distinct idea is possible. 

The creative brief sparks a conversation. 

The best creative briefs initiate provocative questions--especially in the midst of the media and technology upheaval of today. The best creative briefs start a fight--between the comfort of status quo and the rebellion of what is yet to come. The conversation erupts from tensions laid bare on the page. If there isn't tension, if there isn't insight that surprises you, there are just words filling space. Without edge, excitement, what's there to talk about? Why bother creating at all? 

The creative brief is a responsibility.

The creative brief is much more than a template. It can be a work of art--if it inspires, if it agitates, if it asks for and points the way towards great work. Lorenzo de' Medici had as much work to do as Michelangelo.

The creative brief is really hard to distill. 

Because insights are stingy. They resist haste. Especially in this age of mobile flux and the iteration of technology. Slow down. You have to apply yourself over and over, because you are making rocket propellant with words and the wrong words lead to inert poop just as easily as brilliant fuel or disaster.  

The creative brief doesn't give orders. 

The creative brief is a suggestion. Guard rails, perhaps. It can hint where to dig for gold but the best creative briefs convey there is still so much glorious digging yet to do. Don't waste time trying to delineate precise outcomes in a creative brief. If you're that confident, skip the brief and go make the work yourself. 

The creative brief must itself be creative. 

This is the challenge. The indication. The bar. The first punch. Without a creative bent to our brief, how can we expect anything more from the work to come?