{"product_id":"brief-isbn-9781394324323","title":"Brief","description":"\u003cp\u003e\u003cb\u003eGet heard by being clear and concise\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe 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.\u003c\/p\u003e \u003cp\u003eSo, throw them a lifeline and be brief.\u003c\/p\u003e \u003cp\u003eAuthor 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. \u003ci\u003eBRIEF\u003c\/i\u003e will help you summarize lengthy information, tell a short story, harness the power of infographics and videos, and turn monologue presentations into controlled conversations.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eDetails the B.R.I.E.F. approach to distilling your message into a brief presentation\u003c\/li\u003e \u003cli\u003eWritten 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\u003c\/li\u003e \u003c\/ul\u003e Long story short: \u003ci\u003eBRIEF\u003c\/i\u003e will help you gain the muscle you need to eliminate wasteful words and stand out from the rest. Be better. Be brief. \u003cp\u003eForeword xiii\u003c\/p\u003e \u003cp\u003eAcknowledgments xv\u003c\/p\u003e \u003cp\u003ePreface xvii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart One Awareness: Heightened Awareness In a World Begging for Brief 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 Why Brevity Is Vital 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGet to the Point or Pay the Price 3\u003c\/p\u003e \u003cp\u003eExecutive—Interrupted 5\u003c\/p\u003e \u003cp\u003eWho’s Responsible for Adapting When the Message Is Not Being Heard? 9\u003c\/p\u003e \u003cp\u003eTiming Is of the Essence 9\u003c\/p\u003e \u003cp\u003eBRIEF Balance: The Harmony of Clear, Concise, and Compelling 10\u003c\/p\u003e \u003cp\u003eA BRIEF Timeout 11\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 Mindful of Mind-filled-ness 13\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBrevity Is Like an Instant Stress Release 13\u003c\/p\u003e \u003cp\u003eBattling Overcapacity 14\u003c\/p\u003e \u003cp\u003e1. Information Inundation—The Water's Rising 15\u003c\/p\u003e \u003cp\u003e2. Inattention—The Muscle Is Weakening 17\u003c\/p\u003e \u003cp\u003e3. Interruption—The Rate Is Alarming 19\u003c\/p\u003e \u003cp\u003e4. Impatience—The Ice Is Thinning 21\u003c\/p\u003e \u003cp\u003eWhat Does It All Mean? 22\u003c\/p\u003e \u003cp\u003eYour New Reality: There's No Time for a Slow Buildup 22\u003c\/p\u003e \u003cp\u003eTest Yourself 24\u003c\/p\u003e \u003cp\u003eExamination of Brevity 24\u003c\/p\u003e \u003cp\u003eA New Professional Standard 25\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Why You Struggle with Brevity: The Seven Capital Sins 27\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Is It So Difficult? 27\u003c\/p\u003e \u003cp\u003e1. Cowardice 28\u003c\/p\u003e \u003cp\u003e2. Confidence 29\u003c\/p\u003e \u003cp\u003e3. Callousness 29\u003c\/p\u003e \u003cp\u003e4. Comfort 30\u003c\/p\u003e \u003cp\u003e5. Confusion 31\u003c\/p\u003e \u003cp\u003e6. Complication 31\u003c\/p\u003e \u003cp\u003e7. Carelessness 32\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 The Big Bang of Brevity 35\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Success Story 35\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Two Discipline: How to Gain Discipline To Be Clear and Concise 41\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Mental Muscle Memory to Master Brevity 43\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Exercise of Brevity 43\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Map It: From Mind Mapping to BRIEF Maps 45\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eYour 11th Grade English Teacher Was Right 45\u003c\/p\u003e \u003cp\u003eAn Outline Is Missing, and So Is the Sale 47\u003c\/p\u003e \u003cp\u003eMind Mapping and the Modern Outline 49\u003c\/p\u003e \u003cp\u003eBRIEF Maps: A Practical Tool for Delivering Brevity 51\u003c\/p\u003e \u003cp\u003eHow a BRIEF Map Can Be Used 52\u003c\/p\u003e \u003cp\u003eWrong Approach: Bob Chooses to Share but Not to Prepare 52\u003c\/p\u003e \u003cp\u003eRight Approach: Bob Prepares a BRIEF Map and Maintains Executive Support 53\u003c\/p\u003e \u003cp\u003eBRIEF Maps: What's the Payoff? 57\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 Tell It: The Role of Narratives 59\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eI'm Tired of Meaningless and Meandering Corporate Jargon. I'm Ready for a Good Story 59\u003c\/p\u003e \u003cp\u003eWhere's the Disconnect? When a Story Is Missing 62\u003c\/p\u003e \u003cp\u003eThe Birth of Narrative Mapping: A Way to Organize and Deliver Your Story 64\u003c\/p\u003e \u003cp\u003eRediscovery of Narratives and Storytelling: Breaking through the Blah, Blah, Blah 66\u003c\/p\u003e \u003cp\u003eListen, I'm Ready for a Story 67\u003c\/p\u003e \u003cp\u003eThink About Your Audience: Journalism 2.0 and the Elements of a Narrative 69\u003c\/p\u003e \u003cp\u003eNarrative Map (De)constructed 75\u003c\/p\u003e \u003cp\u003eSeeing and Hearing Is Believing: The Story of the Evolution of Commerce 76\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Talk It: Controlled Conversations and TALC Tracks 81\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eRisky Business Trip 82\u003c\/p\u003e \u003cp\u003eControlled Conversations Are a Game of Tennis, Not Golf 84\u003c\/p\u003e \u003cp\u003eTALC Tracks—A Structure for Balance and Brevity 84\u003c\/p\u003e \u003cp\u003eBe Prepared for Anything 86\u003c\/p\u003e \u003cp\u003eAudience, Audience, Audience 88\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 Show It: Powerful Ways to Make a Picture Exceed a Thousand Words 91\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eShow-and-Tell: Which Would You Choose? 91\u003c\/p\u003e \u003cp\u003eYou Can See the Shift 92\u003c\/p\u003e \u003cp\u003eSeeing Supersedes Reading 93\u003c\/p\u003e \u003cp\u003eA Visual Language 94\u003c\/p\u003e \u003cp\u003eConnect an Image with Your Story 96\u003c\/p\u003e \u003cp\u003eMomentary Magic: Infographics in Business 97\u003c\/p\u003e \u003cp\u003eBreakdown of Complex Information 98\u003c\/p\u003e \u003cp\u003eThe Age of YouTube and Business 99\u003c\/p\u003e \u003cp\u003eTL; DR: Too Long; Didn't Read 101\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Putting Brevity to Work: Grainger and the Al and Betty Story 105\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Three Decisiveness: Gaining the Decisiveness To Know When and Where to Be Brief 111\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 Meeting You Halfway 113\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDefeat the Villains of Meetings 113\u003c\/p\u003e \u003cp\u003eMeeting Villain #1: Time 114\u003c\/p\u003e \u003cp\u003eMeeting Villain #2: Type 115\u003c\/p\u003e \u003cp\u003eMeeting Villain #3: Tyrants 116\u003c\/p\u003e \u003cp\u003eChange the Format and Tone—Make It a Conversation 118\u003c\/p\u003e \u003cp\u003ePut BRIEF Back into a Briefing 119\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12 Leaving a Smaller Digital Imprint 123\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Digital Flood 123\u003c\/p\u003e \u003cp\u003eBRIEF Hall of Fame: Verne Harnish 126\u003c\/p\u003e \u003cp\u003eFrom Social Media to Venture Capital 128\u003c\/p\u003e \u003cp\u003eSocial Media Squeeze 130\u003c\/p\u003e \u003cp\u003e\u003cb\u003e13 Presenting a Briefer Case 133\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePracticing What You Preach 133\u003c\/p\u003e \u003cp\u003eThe Discipline of Brevity 134\u003c\/p\u003e \u003cp\u003ePutting the Power Back in PowerPoint 138\u003c\/p\u003e \u003cp\u003eTraining as a TED Talk 139\u003c\/p\u003e \u003cp\u003e\u003cb\u003e14 Trimming Your Sales (Pitch) 143\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eShut Up and Sell 143\u003c\/p\u003e \u003cp\u003eBillboard on a Bumper Sticker 144\u003c\/p\u003e \u003cp\u003eTime to Be Convincing and Concise 146\u003c\/p\u003e \u003cp\u003eCut to the Customer's Chase 149\u003c\/p\u003e \u003cp\u003e\u003cb\u003e15 Whose Bright Idea Was That Anyway? 153\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eYour Big Idea 153\u003c\/p\u003e \u003cp\u003eA Mission-Critical Narrative 154\u003c\/p\u003e \u003cp\u003eClear Picture with Radical Focus 157\u003c\/p\u003e \u003cp\u003eThe Entrepreneur's Dilemma: Mixed Messages 158\u003c\/p\u003e \u003cp\u003eTailor Your Pitch to Your Investor's Needs 161\u003c\/p\u003e \u003cp\u003e\u003cb\u003e16 It's Never Really Small Talk 165\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBrevity as a Conversational Life Raft 165\u003c\/p\u003e \u003cp\u003eMomentary Misgivings Stall Momentum 166\u003c\/p\u003e \u003cp\u003eWalk the Walk; Talk the Talk 168\u003c\/p\u003e \u003cp\u003e\u003cb\u003e17 Help Wanted: Master of Brevity 173\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eNot the Time for Anxious Rambling 173\u003c\/p\u003e \u003cp\u003eLet Others Lead the Conversation 175\u003c\/p\u003e \u003cp\u003eTalking Your Way out of a Job Offer 177\u003c\/p\u003e \u003cp\u003e\u003cb\u003e18 I've Got Some Good News 183\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePay the Favor of Brevity Forward 183\u003c\/p\u003e \u003cp\u003eLet the Brilliance Shine Through 184\u003c\/p\u003e \u003cp\u003eSpeak the Language of Success 186\u003c\/p\u003e \u003cp\u003eGet into the Habit of Saying, \"Thank You\" 187\u003c\/p\u003e \u003cp\u003e\u003cb\u003e19 And the Bad News Is... 189\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Bright (and Brief) Side of Bearing Bad News 189\u003c\/p\u003e \u003cp\u003eGive It to Them Straight 190\u003c\/p\u003e \u003cp\u003eServing up the S#\u0026amp;$ Sandwich 192\u003c\/p\u003e \u003cp\u003e\u003cb\u003e20 Got-a-Minute Updates 197\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe \"Say-Do\" Ratio 197\u003c\/p\u003e \u003cp\u003eBe Prepared to Be Lean and Drive Out Wasteful Words 199\u003c\/p\u003e \u003cp\u003eThe Most Important Question: Why Am I Here? 204\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Four Being Brief Summary and Action Plan 207\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eResources 219\u003c\/p\u003e \u003cp\u003eNotes 221\u003c\/p\u003e \u003cp\u003eAbout the Author 225\u003c\/p\u003e \u003cp\u003eIndex 227\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eJOSEPH McCORMACK\u003c\/b\u003e is the founder and managing director of The BRIEF Lab, an organization dedicated to teaching professionals, military leaders, and entrepreneurs how to think and communicate clearly. His clients include Bank of America, Harley-Davidson, Microsoft, Mastercard, eBay, and select military units and government agencies. He publishes a weekly podcast called \u003ci\u003eJust Saying\u003c\/i\u003e that helps people master the elusive skills of focus and brevity.   \u003c\/p\u003e\u003cp\u003e\u003cb\u003eWhat people are saying about brevity.\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e“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.”\u003cbr\u003e \u003cb\u003e—Guy Kawasaki,\u003c\/b\u003e author, publisher and entrepreneur \u003c\/p\u003e\u003cp\u003e“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.”\u003cbr\u003e \u003cb\u003e—John Challenger,\u003c\/b\u003e CEO, Challenger, Gray and Christmas \u003c\/p\u003e\u003cp\u003e“We are entering an age of infobesity. \u003ci\u003eBrief \u003c\/i\u003eis your new weapon to cut through the clutter and stand out.”\u003cbr\u003e \u003cb\u003e—Sam Horn,\u003c\/b\u003e author of \u003ci\u003ePOP! \u003c\/i\u003eand \u003ci\u003eEyebrow Test\u003c\/i\u003e \u003c\/p\u003e\u003cp\u003e“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.”\u003cbr\u003e \u003cb\u003e—Lieutenant General William B. Caldwell, IV\u003c\/b\u003e (ret.)  \u003c\/p\u003e\u003cp\u003e\"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.\"\u003cbr\u003e—\u003cb\u003eGuy Kawasaki, author, publisher and entrepreneur\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"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.\"\u003cbr\u003e—\u003cb\u003eJohn Challenger, CEO Challenger, Gray and Christmas\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"We are entering an age of infobesity. Brief is your new weapon to cut through the clutter and stand out.\"\u003cbr\u003e—\u003cb\u003eSam Horn, author of \u003ci\u003ePOP! and Eyebrow Test\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"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.\"\u003cbr\u003e—\u003cb\u003eLieutenant General William B. Caldwell, IV (ret.)\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"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!\"\u003cbr\u003e—\u003cb\u003eMarshall Goldsmith author of the \u003ci\u003eNew York Times\u003c\/i\u003e and global bestseller \u003ci\u003eWhat Got You Here Won't Get You There\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988858323173,"sku":"NP9781394324323","price":18.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781394324323.jpg?v=1761781803","url":"https:\/\/k12savings.com\/es\/products\/brief-isbn-9781394324323","provider":"K12savings","version":"1.0","type":"link"}