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.
Table of Contents
- Title Page
Part One: Awareness: Heightened Awareness in a World Begging for BRIEF
- Chapter 1: Why Brevity Is Vital
Chapter 2: Mindful of Mind-filled-ness
- Brevity Is Like an Instant Stress Release
- Battling Overcapacity
- 1. Information Inundation—The Water's Rising
- 2. Inattention—The Muscle Is Weakening
- 3. Interruption—The Rate Is Alarming
- 4. Impatience—The Ice Is Thinning
- What Does It All Mean?
- Your New Reality: There's No Time for a Slow Buildup
- Test Yourself
- Examination of Brevity
- A New Professional Standard
- Chapter 3: Why You Struggle with Brevity: The Seven Capital Sins
- Chapter 4: The Big Bang of Brevity
Part Two: Discipline: How to Gain Discipline to Be Clear and Concise
- Chapter 5: Mental Muscle Memory to Master Brevity
Chapter 6: Map It: From Mind Mapping to BRIEF Maps
- Your 11th Grade English Teacher Was Right
- An Outline Is Missing, and So Is the Sale
- Mind Mapping and the Modern Outline
- BRIEF Maps: A Practical Tool for Delivering Brevity
- How a BRIEF Map Can Be Used
- Wrong Approach: Bob Chooses to Share but Not to Prepare
- Right Approach: Bob Prepares a BRIEF Map and Maintains Executive Support
- BRIEF Maps: What's the Payoff?
Chapter 7: Tell It: The Role of Narratives
- I'm Tired of Meaningless and Meandering Corporate Jargon. I'm Ready for a Good Story.
- Where's the Disconnect? When a Story Is Missing
- The Birth of Narrative Mapping: A Way to Organize and Deliver Your Story
- Rediscovery of Narratives and Storytelling: Breaking through the Blah, Blah, Blah
- Listen, I'm Ready for a Story
- Think About Your Audience: Journalism 2.0 and the Elements of a Narrative
- Narrative Map (De)constructed
- Seeing and Hearing Is Believing: The Story of the Evolution of Commerce
- Chapter 8: Talk It: Controlled Conversations and TALC Tracks
- Chapter 9: Show It: Powerful Ways to Make a Picture Exceed a Thousand Words
- Chapter 10: Putting Brevity to Work: Grainger and the Al and Betty Story
Part Three: Decisiveness: Gaining the Decisiveness to Know When and Where to Be Brief
- Chapter 11: Meeting You Halfway
- Chapter 12: Leaving a Smaller Digital Imprint
- Chapter 13: Presenting a Briefer Case
- Chapter 14: Trimming Your Sales (Pitch)
- Chapter 15: Whose Bright Idea Was That Anyway?
- Chapter 16: It's Never Really Small Talk
- Chapter 17: Help Wanted: Master of Brevity
- Chapter 18: I've Got Some Good News
- Chapter 19: And the Bad News Is…
- Chapter 20: Got-a-Minute Updates
- Part Four: Being BRIEF Summary and Action Plan
- About the Author
- Title: Brief: Make a Bigger Impact by Saying Less
- Release date: February 2014
- Publisher(s): Wiley
- ISBN: 9781118705285