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Brief: Make a Bigger Impact by Saying Less Hardcover – February 10, 2014
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I get several hundred emails per day. I wish people would just ask for what they want in the first sentence. I don't need to know their whole life history to make a decision. Getting people to be brief would save everyone a lot of time.
— Guy Kawasaki, author, publisher and entrepreneur
You could write a book about trying to get people to pay closer attention and stop getting distracted and interrupted, or you could help people be succinct. Joe has chosen the better path.
— John Challenger, CEO Challenger, Gray and Christmas
"We are entering an age of infobesity. Brief is your new weapon to cut through the clutter and stand out."
— Sam Horn, author of POP! and Eyebrow Test
As a military leader, telling a story that's clear and concise helped me to thrive in a sometimes hostile media environment overseas. I’m convinced that following Joe’s counsel and insights has made me a more effective and efficient leader.
— Lieutenant General William B. Caldwell, IV (ret.)
Brevity requires discipline, confidence, and preparation, but you will stand out, and your people, including potential clients, will love you for it. Use McCormack’s practical advice -- the results will astound you!
— Marshall Goldsmith author of the New York Times and global bestseller What Got You Here Won’t Get You There.
From the Inside Flap
Most day-to-day communications are unfocused and unclear. That’s an inexcusable waste of everyone’s time and resources. Brief isn’t a nicety, it’s a necessity. In a world where we are inundated with information and highly inattentive, we have very small windows of time to make an impact with no margin for error. The problem is most people don’t have the know-how or verbal discipline to do the upfront groundwork and get to the point. As a result, they waste precious opportunities with decision-makers, and get too “comfortable” and verbally sloppy with co-workers and long-time clients. Brief is a step-by-step approach to getting to the point quickly and ensuring that your message is delivered with maximum impact.
With real-world case studies and illustrative examples of messaging successes – and failures – author and senior marketing executive Joseph McCormack provides an easy-to-follow framework for communicating more effectively and efficiently. McCormack breaks down how to become a master of high-impact brevity with his four proven approaches:
- Map It – BRIEF Maps to condense and trim volumes of information
- Tell It – Narrative storytelling to explain in a way that’s clear, concise, and compelling
- Talk It – TALC Tracks that turn monologues into controlled conversations
- Show It – Visuals that attract attention and capture imagination
Brief walks you through the more intense and complex process of distilling all of your information into the most effective message possible, regardless of length. You’ll learn to trim your ideas for your intended audience and to communicate in the most appropriate timeframe for each situation. As attention spans get shorter and decision-makers have less time to absorb your ideas and presentations, it is imperative that you craft your message carefully, the first time, and tailor it specifically to your target.
Written for business executives, sales and marketing professionals, entrepreneurs, and anyone who aspires to be a lean communicator, Brief: Make a Bigger Impact by Saying Less provides the tools you’ll need to be tight and get it right.
Top Customer Reviews
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.
Immensely helpful, extremely practical, essential.
Read it today, better yet, buy it for your boss.
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 BRIEF; it is scalable. No matter who you are or what you do, you’ll find something valuable here that will change the way you interact with--and are perceived by--everyone you know.
If you’re already a lean communicator, do the rest of us a favor and send BRIEF to someone who isn’t.
If you don't use the GTD (Getting Things Done) method chances are you're tired at the end of the day of all the interruptions of e-mails, phone calls, colleagues passing by with a question, and lots of other distractions. It takes up to 28 minutes to get back from where you left before you were interrupted.
To start with, e-mails are concise and no longer than five lines, PowerPoint presentations are no longer then ten slides, and difficult ideas are translated into a simple story.
Make your point before your audience gets distracted. I've tried to tweet my information in sentences of 140 characters.
The seven Cs, short for capital sins, are the reasons for us not to be brief. The seven Cs are; cowardice, confidence, callousness, comfort, confusion, complication and carelessness. Therefore master brevity with: "Map it, tell it, talk it, and show it".
A compelling story starts with a strong headline, a lead paragraph with a logical sequence of events, a personal touch and a powerful conclusion. Keep it short and to the point and about real life events.
With the TALC ( pronounce as TLC, Talk, Actively Listen, and Converse) method you can enter and direct any conversation.
Visuals are brief, but hard to think up and to come by, photos from the internet, or drawings made by hand and presented in a fast paced video do more than a thousand words or a keynote.
Presentations like a TED Talk are limited to 18 minutes and they dictate strict presenter guidelines. How to effectively communicate in front of a desperate, distracted audience?Read more ›
Most Recent Customer Reviews
It is very rare to come across a book of this length and it be all substance. I was pleasantly surprised. Read morePublished 1 month ago by K. Dennis
he trots out this old chestnut about the distractions-
"Gloria Mark, a professor of informatics at the University of California, Irvine, found that the average worker... Read more
This is a great "can't put it down" book! For organizations and individuals who want to communicate better. I highly recommend it for your own personal library... Read morePublished 3 months ago by janet ouellette-westra
After reading this book, I had to read the Amazon reviews. I needed to know that others found this book as watered down as I did (which many did). Read morePublished 7 months ago by achecht
in the new world of facebook and whatsapp where people can't read or listen for long, this book is a must read book.
the only drawback is too much long stories
I gained so much insight reading this book and have already instituted several of his advice! Anyone who briefs or summarizes material for busy bosses can gain a lot from him.Published 9 months ago by Lulu