How to Give a Creative a Brief

I remember some planners early in my cravedays would be like, are you excited about the brief? I'd be like, I don't know. I'm actually kind of frightened right now. And that was really scary because you're saying come back and wow me with something brilliant. Every creative I know starts with, this is gonna be the time I can't do it. You have to understand how to kind of pull that out. If they're not reacting to the brief in the moment, it's not because they don't believe it or like it or excited about it,. It's just because there's a bit of like fear happening on their part.