David Armano, from Logic+Emotion, has a terrific piece in Business Week that's worth a read.

"Consider the example of a typical creative brief template, which usually says something like, 'What are we trying to communicate?' Can you see the old-world residue in the word 'communicate'? It lacks the dimensions of experiencing something and having an ongoing two-way dialogue. 'What are we trying to communicate?' implies a one-way conversation. Maybe we should ask ourselves: 'How can we facilitate?'