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A good brief should not just be a collection of facts but also aim to inspire creativity. It should spark new ideas and set off explosions in people's minds, especially in creative individuals. The content of the brief is crucial and it doesn't necessarily have to be just words on a page. There are various ways to provide inspiring information to fuel the creative process. It is important to consider how the brief is presented to give creative freedom to the individuals working on it. Planners should aim to create briefs that ignite inspiration and encourage innovative thinking.