People on the business end of the creative process need to define desired outcomes that describe audience and value. And as they are likely not developing solutions themselves, they need to be completely feet-off the solution pathway, unless specifically invited to step in.
Tobias Mayer • The People's Scrum: Agile Ideas for Revolutionary Transformation
an image equals a new horizon which equals a space for action, a collective game plan, and a new story arc initiated.
Baukunst • This Could Still Be a Movement: Why Mars Needs a Creative Director
as much as I hate the word insight, this feels like one that would make for a strong creative brief: