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martin luther king

Ideas Come From Inspiration, Not Information. Just Ask Lincoln.

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Ideas Come From Inspiration, Not Information. Just Ask Lincoln.

The creative brief is a sacred document that has one singular goal, and it’s NOT to inform, though that is a secondary result. The creative brief’s singular goal is to inspire your creative team to come up with great ideas. That's it.

Think of the things in your life that have inspired you. A sermon, or a lecture from a certain professor, or a particularly fantastic musical performance. What do these things have in 

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