Honing the "Creative Brief" skill, seriously?

I'm always having this love-hate relationship with Creative Briefs.

Though I've started writing them last semester, I honestly am still struggling to work with it.

Whenever I write a brief it ends up so madly long, and I always find so much stuff that my little jelly-welly sitting in my skull simply can't digest. Then, I end up stuck. Seriously stuck. I feel so overwhelmed by how much I found, I'm repulsed by the whole damn project. I simply want to shut down.

There seriously has to have a better way of working. Afterall, I'm here to be honing my craft in Art Direction, so seriously why the hell do I bother?

So, I needed to find a solution for this problem I'm facing. No matter what, I need to get my shit together, piece an effective creative brief for myself so I can get going. I seriously need to get my adrenaline pumping by making and crafting stuff.

This brings about my quest to better understand Creative Briefs, which I stumbled upon Beloved Brands Inc., sharing about what makes an Effective Creative Brief.

In a nutshell,

I. Advertising is really inside the box thinking.

A Creative Brief puts them in the right box.

II. The best Creative People are Problem Solvers, 

not blue sky thinkers. 

one more

III. The Smaller the Brief, 

The Bigger the Idea.

The last point. My Nirvana moment. 

I found this on Beloved Brands Inc's slides, seriously saving me from pain:

A good Brief should be brief, not long. 

A good Brief should have:

• 1 Objective
• 1 Main target tightly defined
• 1 Main Benefit (every other benefit can come later)
• 2 Main Reasons to Believe

Simple. 

Alright. Gonna get crackin'.