One of the most profound exchanges in Douglas Adams’ Hitchhiker’s Guide to the Galaxy is to be found when a computer named Deep Thought is built to calculate The Answer to Life, the Universe and Everything:
Deep Thought rightly points out that even though the answer is 42, a greater computer is required to calculate the question to which the answer is 42.
It is the same in the creative business.
Creative teams can only come up brilliant answers if the question itself is even more brilliant.
For a profound insight into brilliant creative questions (briefs), I direct you to this fantastic post by Rob Campbell: The Need to Dumb up, not Dumb Down.