- Hardcover: 256 pages
- Publisher: Wiley; 1 edition (February 10, 2014)
- Language: English
- ISBN-10: 1118704967
- ISBN-13: 978-1118704967
- Product Dimensions: 5.9 x 0.9 x 9.8 inches
- Shipping Weight: 15.5 ounces (View shipping rates and policies)
- Average Customer Review: 107 customer reviews
- Amazon Best Sellers Rank: #47,879 in Books (See Top 100 in Books)
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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 justask for what they want in the first sentence. I don't need to knowtheir whole life history to make a decision. Getting people to bebrief 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 closerattention and stop getting distracted and interrupted, or you couldhelp 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 weaponto 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 concisehelped me to thrive in a sometimes hostile media environmentoverseas. I’m convinced that following Joe’s counseland insights has made me a more effective and efficientleader.
— Lieutenant General William B. Caldwell, IV (ret.)
Brevity requires discipline, confidence, and preparation, butyou will stand out, and your people, including potential clients,will love you for it. Use McCormack’s practical advice -- theresults will astound you!
— Marshall Goldsmith author of the New York Times andglobal bestseller What Got You Here Won’t Get YouThere.
From the Inside Flap
Most day-to-day communications are unfocused and unclear.That’s an inexcusable waste of everyone’s time andresources. Brief isn’t a nicety, it’s anecessity. In a world where we are inundated with information andhighly inattentive, we have very small windows of time to make animpact with no margin for error. The problem is most peopledon’t have the know-how or verbal discipline to do theupfront groundwork and get to the point. As a result, they wasteprecious opportunities with decision-makers, and get too“comfortable” and verbally sloppy with co-workers andlong-time clients. Brief is a step-by-step approach togetting to the point quickly and ensuring that your message isdelivered with maximum impact.
With real-world case studies and illustrative examples ofmessaging successes – and failures – author and seniormarketing executive Joseph McCormack provides an easy-to-followframework for communicating more effectively and efficiently.McCormack breaks down how to become a master of high-impact brevitywith his four proven approaches:
- Map It – BRIEF Maps to condense and trim volumesof information
- Tell It – Narrative storytelling to explain in away that’s clear, concise, and compelling
- Talk It – TALC Tracks that turn monologues intocontrolled conversations
- Show It – Visuals that attract attention andcapture imagination
Brief walks you through the more intense and complexprocess of distilling all of your information into the mosteffective message possible, regardless of length. You’lllearn to trim your ideas for your intended audience and tocommunicate in the most appropriate timeframe for each situation.As attention spans get shorter and decision-makers have less timeto absorb your ideas and presentations, it is imperative that youcraft your message carefully, the first time, and tailor itspecifically to your target.
Written for business executives, sales and marketingprofessionals, entrepreneurs, and anyone who aspires to be a leancommunicator, Brief: Make a Bigger Impact by Saying Lessprovides the tools you’ll need to be tight and get itright.
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This book seems to be a victim of a briliant idea, that human brain is more efficient digesting information if that information is presented in a context, or a story . Author then blindly tries to put everything into context, even when the context isn't necessary.
Still worth of reading !
I recommend Kindle version, as ebook marking, note taking and search capabilities improove the search for vital information in oversized chapters.