Brief: Make a Bigger Impact by Saying Less by Joseph McCormack
Brief by Joseph McCormack is a sharp and practical guide for professionals who want to communicate more effectively in today’s fast-paced, distraction-heavy world. In a time when attention spans are shrinking and clarity is rare, this book offers a roadmap for saying more with less. With real-life examples and actionable techniques, McCormack shows how brevity can help anyone get their point across and make a lasting impression.
Who May Benefit from the Book
- Business leaders and managers looking to sharpen their communication
- Public speakers and presenters aiming for more concise delivery
- Professionals in sales, marketing, and consulting roles
- Students and educators working on communication skills
- Anyone who often finds their messages misunderstood or ignored
Top 3 Key Insights
- Clarity is currency: In a noisy world, clear and concise communication earns attention and respect.
- Preparation beats improvisation: Structured thinking leads to sharper, shorter messages.
- Brevity is polite: Being brief respects people’s time and attention.
4 More Lessons and Takeaways
- Distraction is the norm: Most professionals face constant interruptions and information overload. To stand out, messages must be quick and clear.
- Confidence can backfire: Overexplaining often stems from knowing too much or feeling too comfortable. Avoid information dumps.
- Mind maps boost clarity: BRIEF mind maps (Background, Relevance, Information, Ending, Follow-up) help organize thoughts before speaking or presenting.
- Visuals enhance retention: Visuals are far more memorable than text or speech. Use charts, infographics, and images to reinforce your message.
The Book in 1 Sentence
Brief teaches professionals how to speak and write concisely so their messages are clear, compelling, and memorable.
The Book Summary in 1 Minute
In Brief, Joseph McCormack explains how the skill of being concise is crucial in a distracted world. The book explores why people often speak too much and provides tools to help you be short and impactful. He shares how to overcome barriers like overconfidence, poor planning, and complex ideas. McCormack introduces BRIEF maps and narrative maps as simple techniques for organizing communication. He also shows how visuals and storytelling can support short, powerful messages. Whether it’s in meetings, presentations, or small talk, Brief teaches you to say less and make a bigger impact.
The Book Summary in 7 Minutes
We live in an age of constant distraction. Emails, phone notifications, and meetings make it hard to focus. In this world, being brief is not just nice — it’s necessary.
The Problem with Long-Winded Communication
Every day, professionals are overwhelmed by information. Studies show we check our phones over 150 times daily and get bombarded with hundreds of emails each week. Amid this chaos, messages need to be short and sharp to stick.
Long speeches, cluttered emails, and drawn-out meetings don’t work. People tune out. Instead, the solution is brevity — clear, concise, and direct communication that respects people’s time.
Why Brevity Is Hard
Despite knowing brevity matters, we still talk too much. Why?
- Overconfidence: Experts in a topic often overshare. They assume others want every detail.
- Comfort: With familiar people or situations, we ramble without realizing.
- Disorganization: Without a clear plan, people think out loud. The result? Confusing and scattered messages.
- Complexity: Some ideas feel too hard to simplify. But over-explaining kills interest and wastes time.
The BRIEF Map: Structure Your Communication
McCormack introduces the BRIEF Map to help structure thoughts before speaking or writing. It stands for:
| Element | Description |
|---|---|
| Background | Recap previous discussions or context |
| Relevance | Explain why this message matters now |
| Information | Present the essential facts only |
| Ending | Sum up the message and propose the next step |
| Follow-up | Prepare for expected questions and have clear answers ready |
Using this format leads to cleaner, clearer communication. It saves time and boosts understanding.
Start with Headlines
Just like a news article, your message should begin with the headline — the main point. Don’t build up slowly. Say what matters first. This keeps listeners engaged and helps them follow your logic.
For example, in a meeting: “The project is on time” is your headline. Then you can explain how or why.
Use Visuals to Stay Memorable
People remember visuals more than words. Studies show:
- 80% of what we see stays with us
- 30% of what we read is remembered
- Only 10% of what we hear sticks
So, use visuals like charts, infographics, and images to make your point. Al Neuharth, founder of USA Today, transformed journalism with short stories and colorful visuals. The result? More engagement.
Tell a Short, Powerful Story
Stories grab attention. They simplify messages and make them relatable.
McCormack recommends using a Narrative Map. It’s like the BRIEF Map but tailored for storytelling. It includes:
- Challenge: What problem existed?
- Opportunity: What chance did this create?
- Approach: How was the solution created?
- Payoff: What was the result?
Steve Jobs used this method masterfully when launching the iPhone. He set up the challenge — phones were not smart enough. Then the solution — a device that worked simply and did more. The story was simple and gripping.
Practice Active Listening
Being brief doesn’t mean talking less — it means listening better. McCormack shares the TALC Method for meaningful conversations:
| Step | Description |
|---|---|
| Talk | Let others speak first |
| Active Listening | Listen for names, facts, and interests — don’t multitask |
| Converse | Respond with thoughtful and brief comments that show understanding |
Good communication is like tennis — a back-and-forth game. Don’t wait for your turn to speak. Listen, then respond with clarity.
Brevity as Respect
Being brief is a sign of respect. It shows you value people’s time and attention.
In meetings, time limits and countdown timers help everyone stay focused. On social media, posts under 80 characters do best. In everyday talk, saying just enough keeps you credible and likable.
Even in tough conversations, brevity helps. Sharing bad news quickly and clearly avoids confusion and shows professionalism.
Say Less, Be Remembered
Clear, concise messages are easier to understand, more likely to be remembered, and more respected. That’s why brevity matters. Whether you’re in a boardroom, on a call, or writing an email, saying less helps you stand out more.
About the Author
Joseph McCormack
Joseph McCormack is an expert in corporate storytelling and strategic communications. He is the founder of The BRIEF Lab, an organization that trains leaders in concise communication. His work has benefited top executives at major companies like MasterCard, SAP, and Harley-Davidson, as well as military professionals. McCormack has a background in marketing and has built his reputation around helping professionals say more with less. Brief is his best-known book and widely regarded as a must-read for leaders in fast-paced environments.
How to Get the Best of the Book
To get the most from Brief, take your time with each chapter and practice the tools right away. Use BRIEF maps before meetings or presentations and start applying the lessons to emails, pitches, and everyday talks.
Conclusion
Brief is a smart and useful guide to help professionals communicate more effectively in today’s crowded and distracted world. It teaches you how to think clearly, plan your words, and say what matters in less time. Less talk, more impact. That’s the core of Brief.