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We have all heard the expression less is more. Even so, we struggle to be brief: we talk too much, we share too much, and some of us even think too much. The average American consumes more than 100,500 words on a typical day. With this amount of cognitive overload, what do we truly retain?
It is only when we practice the principles of “succinct and savvy” communication that we become effective leaders.
Unless you are eating a peanut butter sandwich, be sure to cut the fluff. Brief: Make a Bigger Impact by Saying Less will show you exactly how.
In a world where information is flying at us from every direction, only the strong messages stick.
So, how do you make your message stand out amidst the noise?
To start, you speak succinctly and quickly, bearing in mind that the average human attention span is approximately eight seconds (the length of time it takes to speak one full sentence). Be direct and to the point.
Your total presentation time should never exceed 18 minutes or 10 slides.
An effective presentation starts with a powerful headline. The headline is the audience’s first impression of your pitch, so if it is not engaging, you lose credibility almost immediately.
One of the top headlines in the United States in 2015 was “A Hurricane Beyond Measure Approached Mexico”. Immediately after reading this, you know exactly what happened (a hurricane hit Mexico), and you are also left with questions that provide a reason to keep reading.
How bad was it? Was anyone killed? What caused this to happen?
While it can be tempting to gradually introduce information leading up to a “final reveal”, you could end up self-sabotaging by waiting too long to get your point across.
When you are done building your Powerpoint, cut out half of every slide you are presenting. If the key message still comes across with 50% deleted, the additional material never needed to be there.
And if you are struggling with what to delete, consider the following strategies:
Tell it--only keep information that supports your story
Map it--only keep information that supports your primary approach
Show it--only keep information that is visually appealing
Additionally, keep the “seven capital sins” of brevity sabotage in mind:
Cowardice--You are afraid of leaving out key information
Confidence--You are overly confident and do not need to practice or prepare
Callousness--You are not respectful of the needs or time of your audience
Comfort--You feel so comfortable speaking that you cannot stop
Confusion--You are juggling many different details in your mind and you cannot decide which details to share when
Complication--You are unable to explain your project/subject in a way that is accessible to the majority
Carelessness--You editorialize and offer commentary that is not relevant to your main points
Avoid these seven sins at all costs.
BRIEF is an acronym that stands for Background, Reasons or Relevance, Information for inclusion, Ending, and expecting Follow-up…
Brief is for professionals, leaders, and communicators who struggle to get their message across in a world drowning in information overload. Whether you're presenting to executives, pitching clients, or running meetings, this book is essential if you want your ideas to stick and your audience to actually listen.
In today's fast-paced digital environment, attention spans are shrinking and information consumption is at an all-time high. Joseph McCormack's Brief teaches you how to cut through the noise with powerful, succinct communication that drives real impact. In a landscape where clarity wins, learning to say less but mean more is a competitive advantage that transforms careers and outcomes.
Turn ideas from Brief into action with a short guided reflection: identify the biggest takeaway, connect it to your life, and commit to one step you can take in the next 24 hours.
Brief: Make a Bigger Impact by Saying Less is authored by Joseph McCormack, a seasoned communication consultant and founder of Sheffield Marketing Partners. McCormack’s expertise in message development and narrative strategy, combined with his experience advising military and corporate leaders, lends credibility to his exploration of brevity as a critical leadership skill. The book is significant in the contemporary landscape of information overload, addressing the urgent need for clarity and conciseness in professional communication.
McCormack’s central argument is that in an era saturated with information, the ability to communicate succinctly is paramount to making a lasting impact. He posits that brevity is not merely a stylistic choice but a strategic imperative—strong, clear messages survive the noise, while verbose communication dilutes influence. The book advocates for disciplined editing, strategic storytelling, and visual support to ensure messages are memorable and actionable within the limited attention spans of modern audiences.
This book is ideal for professionals, leaders, and communicators who frequently engage in presentations, pitches, or meetings and seek to enhance their influence through clarity and conciseness. It is particularly valuable for those overwhelmed by information overload and looking for structured methods to distill their messages effectively. Additionally, educators and students interested in improving oral and visual communication skills will find McCormack’s frameworks practical and accessible. However, readers seeking deep theoretical analysis or comprehensive communication theory may find it more introductory than exhaustive.
Try a few questions from the Brief quiz. Unlock the full summary for the full quiz and answers that will help the ideas stick.
Question 1 of 5
The summary defines BRIEF as Background, Reasons or Relevance, Information for inclusion, Ending, and expecting Follow-up questions.
Question 2 of 5
The summary states the average human attention span is approximately eight seconds (the length of time it takes to speak one full sentence).
Question 3 of 5
The summary advises that total presentation time should never exceed 18 minutes or 10 slides.
Question 4 of 5
The summary recommends cutting out half of every slide; if the key message still comes across, the deleted material was unnecessary.
Question 5 of 5
The seven sins listed are Cowardice, Confidence, Callousness, Comfort, Confusion, Complication, and Carelessness; Laziness is not included.
Brief: Make a Bigger Impact by Saying Less by Joseph McCormack is a practical guide to cutting through information overload by communicating with greater clarity and concision. The book teaches you how to eliminate fluff, structure compelling messages, use visuals strategically, and respect your audience's time and attention, so your ideas stick and drive real impact.
Brief is ideal for leaders, managers, entrepreneurs, and any professional who regularly presents ideas, pitches products, or runs meetings. If you find your messages getting lost in details or your presentations running too long, or if you want to become a more persuasive communicator, this book will immediately change how you approach every conversation and presentation.
The core takeaways are: eliminate half of your content and keep your core message, treat every presentation like an elevator pitch with limited time, use visuals to boost retention, tell simple, story-driven narratives instead of technical explanations, listen actively to understand your audience's needs, and always respect people's time as a valuable asset. Together, these principles transform you from a rambler into a persuasive, impactful communicator.
BRIEF stands for Background, Reasons (or Relevance), Information, Ending, and Follow-up questions. It's a mind-mapping tool that organizes your message into these five clear sections, ensuring you cover essential points without tangents or confusion. By filling in each section concisely, you create a logical outline that flows naturally and keeps both you and your audience focused.
According to Joseph McCormack, presentations should never exceed 18 minutes or 10 slides. This strict constraint forces you to prioritize ruthlessly and eliminate anything that doesn't directly support your core message, making your communication tighter and more memorable.
Research shows the human brain retains 80 percent of what is seen compared to only 30 percent of what is read. Images, graphs, videos, and illustrations are far more memorable than words alone, making visuals a critical tool for ensuring your message actually sticks with your audience.
TALC (Talk, Active Listening, Converse) is a framework for keeping conversations brief and focused. It emphasizes letting your partner speak first, demonstrating genuine engagement through body language and active attention, and responding thoughtfully without redirecting the topic. This approach eliminates misalignment and unnecessary elaboration while building stronger relationships.
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