Creative teams produce better work when they’re guided by a clear, well‑crafted project brief. Without one, tackling a new assignment can feel like driving blindfolded—you may get there eventually, but not without unnecessary detours along the way.

The best creative brief blends information and inspiration. It outlines the essential details of the assignment while motivating the team to think differently, connect with the audience, and deliver work that stands out.

During a webinar I presented to over 100 members of the In‑House Agency Forum (IHAF), I walked through the anatomy of a brief—highlighting best practices, common pitfalls, and real‑world examples. One of the questions I received following the session was: “How do I make my briefs less informational and more inspirational?”

The answer: Don’t make them less informational. Make the information work harder.

Information is the backbone of a good brief. What matters is how you present it. When your brief is concise, relevant, and easy to digest, it becomes more engaging and therefore more inspiring. Creative teams do their best work when they can quickly grasp the challenge and move forward brainstorming solutions.

The key is in how you frame the ask. A brief shouldn’t read like ad copy, but it should articulate the opportunity in a way that sparks curiosity and an emotional connection. For example:

  • Less inspiring: “Develop a concept encouraging people to open an Extra20 checking account.”
  • More inspiring: “Develop a concept that gets people excited about earning $20 a month when they sign up for Extra20 checking.”

Both encapsulate the same underlying assignment, but only one invites the creative team into a more energized, enticing dialog with the consumer.

Inspiration doesn’t come from removing details, it comes from packaging the details in a way that stimulates creative solutions. When your brief is clear, concise, and framed around the value and opportunity behind the project, your team is far more likely to deliver ideas that resonate, differentiate, and drive results.

Want to strengthen your team’s brief‑writing skills? Contact me to learn about my custom virtual and on‑site training workshops.