Brief: Make a Bigger Impact by Saying Less

Chapter 18

I've Got Some Good News

First the doctor told me the good news: I was going to have a disease named after me.

—Steve Martin

Long story, short. Sharing good news briefly highlights the success and leaves people wanting to hear more.

Pay the Favor of Brevity Forward

It may seem surprising that there is a chapter in BRIEF about sharing good news. Certainly brevity applies to bad news. But why do we have exercise brevity when sharing good news?

Everybody loves to hear something positive. But consider that your role is to deliver the headline and let it sink in, not pile it on.

Those moments when you share a success story or an accomplishment need to put you and your company in a positive light. Especially in these instances, discipline and choice details give people a good impression without making them feel as though you're bragging or overconfident.

It's a time for clarity and humility.

Let the Brilliance Shine Through

Coming up with a new product idea is a great moment to spread some good news. Just be careful to be clear.

Bruce Smith is a top designer for global office furniture company Steelcase. After 27 years at the company, Smith knows that having a good design idea doesn't always mean that others will get it. And when the design team sought to create something top of the line and tech savvy, like their new chair, Gesture, they need to communicate the big ideas behind the design direction clearly and quickly.

But with all of the research and testing that goes into ...