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matt as michael said i love it the best when people dive in with questions because if youre thinking it someone else definitely is so um hands up if you have any there are five main steps to creating a killer creative brief the first is about kind of defining the space that youre in so setting your business objective what is it that you are like commercially trying to achieve with this and identify the problem you need to solve so why are you here why are you doing this this piece of work the second is defining your target audience so working out who youre talking to and whats going on in their world and then finding your opportunity within that target audience so where is the space for your brand and your creative idea to be really different and really exciting from what everyone else is doing the third part is uncovering the human truth as weve called it which is finding that thing that people believe is you know really um underpins their behavior and that when they see it they