Get heard by being clear and concise 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.
JOSEPH McCORMACK is the founder and CEO of Sheffield Marketing Partners. Sheffield specializes in message and narrative development, and also provides video production and marketing communications services to help package stories to suit the right audiences. Joe has more than 20 years of experience as a senior marketing executive helping companies develop strategic communications that make them stand apart in a challenging marketplace.
Foreword xiii Acknowledgments xv Preface xvii Part ONE AWARENESS: HEIGHTENED AWARENESS IN A WORLD BEGGING FOR BRIEF 1 1 Why Brevity Is Vital 3 2 Mindful of Mind-filled-ness 13 3 Why You Struggle with Brevity:The Seven Capital Sins 27 4 The Big Bang of Brevity 35 Part TWO DISCIPLINE: HOW TO GAIN DISCIPLINE TO BE CLEAR AND CONCISE 41 5 Mental Muscle Memory to Master Brevity 43 6 Map It: From Mind Mapping to BRIEF Maps 45 7 Tell It: The Role of Narratives 59 8 Talk It: Controlled Conversations and TALC Tracks 81 9 Show It: PowerfulWays to Make a Picture Exceed a ThousandWords 91 10 Putting Brevity toWork: Grainger and the Al and Betty Story 105 Part THREE DECISIVENESS: GAINING THE DECISIVENESS TO KNOW WHEN AND WHERE TO BE BRIEF 111 11 Meeting You Halfway 113 12 Leaving a Smaller Digital Imprint 123 13 Presenting a Briefer Case 133 14 Trimming Your Sales (Pitch) 143 15 Whose Bright IdeaWas That Anyway? 153 16 It s Never Really Small Talk 165 17 HelpWanted: Master of Brevity 173 18 I ve Got Some Good News 183 19 And the Bad News Is 189 20 Got-a-Minute Updates 197 Part FOUR BEING BRIEF SUMMARY AND ACTION PLAN 207 Resources 219 Notes 221 About the Author 225 Index 227