The only way to survive in business today is to be a lean communicator. Busy executives expect you to respect and manage their time more effectively than ever. You need to do the groundwork to make your message tight and to the point. The average professional receives 304 emails per week and checks their smartphones 36 times an hour and 38 hours a week. This inattention has spread to every part of life. The average attention span has shrunk from 12 seconds in 2000 to eight in 2012.
So, throw them a lifeline and be brief.
Author Joe McCormack tackles the challenges of inattention, interruptions, and impatience that every professional faces. His proven B.R.I.E.F. approach, which stands for Background, Relevance, Information, Ending, and Follow up, helps simplify and clarify complex communication. BRIEF will help you summarize lengthy information, tell a short story, harness the power of infographics and videos, and turn monologue presentations into controlled conversations.
Details the B.R.I.E.F. approach to distilling your message into a brief presentation
Written by the founder and CEO of Sheffield Marketing Partners, which specializes in message and narrative development, who is also a recognized expert in Narrative Mapping, a technique that helps clients achieve a clearer and more concise message
Long story short: BRIEF will help you gain the muscle you need to eliminate wasteful words and stand out from the rest. Be better. Be brief.
Most Helpful Customer Reviews
As a lawyer, I've often had to read and write briefs. All too often, the briefs in cases are long and tedious. No wonder that courts set word limits on filings. We should keep our written submissions to a minimum, and so enhance credibility. After all, that's why they're called briefs. Joseph McCormack's book Brief makes this point about all communication. Whether it's business presentations, meetings, homilies, e-mails or tweets, less is often more. Captive audiences tend to be abused, after all. It's always good to leave audiences wanting more rather than less. As Samuel Johnson wrote of Milton's Paradise Lost, "None every wished it longer than it is." From his experience in the field of marketing communications, McCormack makes a compelling case for keeping it short and to the point. He urges us to meeting an increasingly ADD (attention-deficit disorder) culture with an ADD approach of Awareness, Discipline and Decisiveness: awareness of the need to be brief in...
I read it on a cross country flight; could not put it down - easy to read yet so much substance.
McCormack combines tangible lessons on how to practically apply his principles with entertaining stories and witty examples.
His approach to communication is intuitive but rarely followed. He clearly lays out the why then the how of clear and efficient communication.
This is about getting more done at work and in life by being disciplined with communication. Just consider the time wasted by our long winded bosses!
To be clear, its not about speaking in 140 characters or less. To quote the book, "To be brief doesn't just mean being concise. Your responsibility to is convey a message well enough to cause a person to act on it." And he tells you how.
After I read it, I felt compelled to practice it for the betterment of those around me.
In his book, BRIEF, Joe McCormack makes the case that the ability to be brief begins with your ability to respect your audience enough to do some serious preparation. Whether it is a dinner for two or a business presentation for hundreds, it is your responsibility to know what your audience needs and give it to them in short order.
And if you won’t do it out of the goodness of your heart, McCormack also points out that *not* being brief will cost you money, promotions, raises and the respect of friends and colleagues.
Organized in punchy chapters (some just two pages long) and peppered with sidebars and illustrations, BRIEF provides multiple entry/exit points for quick bursts of useful information.
Throughout BRIEF, McCormack provides examples of entrepreneurs, business executives and military personnel who have embraced his methodology of narrative mapping and deployed it throughout their organizations with great success. This is the beauty of...
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