Most day-to-day communications are unfocused and unclear. That’s an inexcusable waste of everyone’s time, mind and resources. Brief isn’t a nicety, it’s a necessity. It’s the new norm. The problem is most people don’t have the know - how or verbal discipline to do the groundwork and get to the point. As a result, they waste precious opportunities with decision-makers, and get comfortable and verbally sloppy with co-workers and long-time clients. This book pulls no punches. Being brief is how successful executives operate. It’s what they expect, and they are unforgiving when it doesn’t happen. Throughout the book, author Joe McCormack uses what he calls the B.R.I.E.F. approach to break down each step. B.R.I.E.F. stands for Background, Reason, Insertion, Ending, and Follow-on. Brief is a proven, step-by-step approach that Fortune 100 CEOs, award-winning entrepreneurs and high-ranking military officers have embraced. Now it’s your turn. Never again lose mindshare, momentum or a major client because you became that person who couldn’t deliver the goods. Say it so they get it, and it gets done. Be BRIEF.
