Example of a single-message brief for client Porsche about "speed": "This car is built for speed. The fastest vehicle on the road. Cannot be outraced. Split-second acceleration."

Example of a comma-separated keyword list for client the Economist, which all convey the same message: "Be informed, smartest person in the room, be the know-it-all, ignorance is not bliss, understand the world."

A great output can be sparked by unexpected inputs, so try different approaches. Drop unusual references like "a Johnny Cash song", "a Seinfeld episode", or other variations you might like to see in an output.

You probably won't generate the one perfect idea on the first try. Write a brief, hit Generate. Change a few words in the brief, hit Generate. Observe how your changes affect your outputs.