BRIEF by Joseph McCormack is Released
In business, thereâ€s suffering when people arenâ€t succinct: conversations that donâ€t end; presentations that are pointless; meetings that run painfully long. Thereâ€s a general helplessness that brevity is beyond reach in an information-driven, attention economy. The impact is real and the cost of ineffectiveness is high.
Thatâ€s the point of Joseph McCormackâ€s new release Brief: Make a Bigger Impact by Saying Less (Wiley; February 17, 2014). McCormack is founder of the Sheffield Company (http://www.sheffieldcompany.com), a boutique marketing agency that helps clients like Harley-Davidson, BMO Harris Bank, W.W. Grainger and U.S. Special Operations create a message that is clear and concise.
â€œBrevity belongs in business â€" it touches everyone, from the boardroom on down,â€' says McCormack. â€œThe book challenges professionals to keep it tight and get it right the first time, or else theyâ€ll get left behind.â€'
BRIEF tackles the pressing challenges professionals face when they fail to get to the point quickly. Itâ€s harder than ever to hold peopleâ€s attention, especially given how they are constantly interrupted, inundated with information, and increasingly impatient. A recent survey showed that more than 43% of people abandon complicated or lengthy e-mails they receive in the first 30 seconds.
McCormack shares practical insights and real-world anecdotes that help the reader immediately embrace brevity as a professional advantage. In BRIEF, the reader will:
- Discover why brevity provides instant relief.
- Understand why professionals struggle to be succinct.
- Learn how to gain discipline to create a clear and concise message.
- Explore when and where to bring BRIEF skills to work.
- Commit to a practical action plan that others will notice.
In addition to the launch of BRIEF, McCormack introduced a new business unit called The BRIEF Lab to help teams of professionals gain mastery as lean communicators. The BRIEF Lab provides a comprehensive curriculum that consists of one- and two-day workshops to immerse participants in a series of challenging practical exercises on the BRIEF methodology. Currently, there are facilities in suburban Chicago and Southern Pines, NC.?