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I dont think theres any lack of places to go creatively that wouldnt be worth exploring an interest of humanity being better we should never forget this is about making emotional work so that you can still create beauty in this world you know were not designers of shapes were designers of ideas what architects and designers do is not go along with rules but make people see things in a totally different way try to create brave and generous people allow yourself to be aware of whats wonderful and then uplifting maybe ultimately whats the brief you have to respond to something that makes you gasp with delight and you know it right away there whoa thats it briefs are not handcuffs or railroad tracks or whatever overused analogies we can use I think theres thoughts starters for me it is it is not a printed piece of paper if we were to get a brief the shorter the better it has changed through all of the creative brief I dont think its ever been as important as it is now simplicit