Step number one in the creative process has nothing to do with creativity and everything to do with the client’s company, products, services and competitors. And especially the client's customers. Get to know them all.

Here are some ways to do that:

- Eat the brief. Make sure you digest it thoroughly. Question anything that does not make sense, that is not clear. Ask for anything you need, such as photos or customer quotes, that was not included in the briefing session.

- Go to the factory, visit a retail branch. Talk to the people who make the product. You might get some interesting ideas there.

- Talk to the sales people, then talk to more sales people. This is an often neglected source of great insight and anecdote and copy and visual ideas.

- Use the product, talk to people who use the product. Find out what they like and don’t like. Digest any formal research available, and consider conducting some that could be helpful.

- Google. For articles, books, press releases. You might even find some photos that spark ideas.

Make sure the client knows that you have done all of the above. It will help you sell your work. And cement a strong relationship.

As a minimum, you should understand the client’s product / service well enough to persuasively sell it, face to face, to a consumer.

Notes:

- Get to know the client. Build a relationship with the person who actually buys the creative work. Understand how she thinks.

- For new business pitches, impress the client with your willingness to learn their business. Can you spend a day at the factory? Can you go on a call with the sales team?

- Get a video camera, hit the street, interview people about the product or product category. Then use the edited tape in your creative presentation. “See how well we know the consumer, Mr. Client? And notice how the ads we are presenting so perfectly reflect consumer desires and concerns?”