For all the analysis. All the marketing. Spreadsheets. Data points. Targets. Demographics. For all the strategy and all the numbers, sometimes this whole thing comes down to something as simple as a feeling.
No, not a gut that magically says, "yeah, that'll work." But rather, an innate understanding of how people feel when they watch a video, hear a song, read a story. And that's how we start a creative brief. If you know the feeling, you're well on your way.