Challenges in client briefs and overcoming them

Have you encountered this issue consistently? In my 14 years of experience, I’ve found that a client’s success often hinges on the objectives they’ve set. However, many clients seem uncertain about their goals or struggle to express what will lead them to success. This isn’t true for all clients, but it’s a common challenge. I’ve received briefs where the client simply says, ‘I can’t say, just work your magic’ or ‘I’m a visual person, I can’t describe it’ or ‘I don’t know what will look nice.’ These are vague statements, and my usual response is to avoid working with such clients. Surprisingly, I’ve encountered this issue even with enterprise clients. They’ll discuss everything in a Zoom meeting but won’t put it in writing within a creative brief. I include all the KPIs and success definitions in my proposals, but it’s a laborious process. Collaborating closely with clients could improve this, but I wonder what’s really preventing them from providing a clear brief and how we can tackle this challenge. Lastly, if a service addressed this issue, would you be interested in trying it? Thanks so much for your time!