Brief: Make a Bigger Impact by Saying Less

by Joseph McCormack

“The idea of staying brief [and] staying current really requires a lot of effort up front,”

“I think that ideas in particular have to be extremely brief. Three words are better than four, or four words are better than six,”

“If you don't make an impression that you have something different and valuable in the first 5 or 10 minutes, the chances of the next 20 minutes being of use to you are slim—because people are going to fault that impression very early.”

Don't get caught off guard by unpredictable changes.

“You never know

when there's a delay in start, an early finish, or an interruption.”

“Give your audience brevity and assurance.”

Don't let your conversation seem like business casual. If you're thoughtless with your words, your new boss will think you're thoughtless with everything else.

It's easy to lose your cool in fluid or casual situations, like between meetings or in high-stress environments. Keep your wits about you. Become more self-aware in what you say during small talk by pausing and reevaluating what you are about to share. A good rule

of thumb: if you wouldn't want your boss to overhear you, then leave it unsaid. Gain the confidence to be brief through preparation and practice.

An interview is a time for control, discipline, and awareness. Don't pour it on. Make a positive impression in the first 5 minutes. Stay in the moment, and be in a conversation.

Interviews aren't supposed to be monologues. They're dialogues. Engage in give-and-take conversations.

By applying brevity to an interview—regardless of what side of the table you're on—you'll be seen as a professional team player that practices discipline and self-control. Here are a few considerations to prepare for an interview:

Be prepared. Create a BRIEF Map that quickly explains why you're qualified. Tell a story. Have a few snapshots of successes that you can share.

Keep it conversational. Listen closely, ask good questions, and make sure it's a balanced dialogue.

For the Interviewer: Listen closely. Notice how the candidate's Elusive 600 might be leaking and what it tells—positively or negatively—about him or her. Sandwich the better questions. Put the meat of the interview into the middle so you're more comfortable and you are not rushing at the end. Don't sell. If you believe the candidate is strong, don't start hyping the benefits of the opportunity.

Tighten your message to be sure your audience stays positive and on track.

Here are several BRIEF principles to keep top of mind to help you remain on track.

1. Your attention, please.

2. Why, why, why?

Truth: “Why?” is the most important question that's frequently missing from our communication.

3. Map it out.

4. Give me a headline.

5. Take time to trim.

a. Truth: An active mind shouldn't be the engine that runs a fast mouth.

We need to be disciplined when tempted to say everything that comes to mind.

6. Listen closely. Active listening is vital to staying connected with your audience.

Truth: Effective communicators need to be great listeners.

7. Just say no (to presentation mode).

Nobody wants to sit through a one-sided conversation and be talked at for a long time.

Use the power of threes. Organize information in groups of three to keep order, attention, and balance.

Cut it in half. Whatever time you think you have, always take less.

Truth: Busy people notice it when meetings finish early and you give them time back.

Just say it (the wrong way).

Say something simply in your own words to ensure authenticity.

Paint a picture. Share a story, analogy, or even a hypothetical example to help people visualize what you mean.

Pause, please. Stop talking to allow room for a response, comment, or question.

Truth: People don't know when or how to stop talking, especially when there's a lot to say.

Don't use notes. Be willing to leave your prepared paperwork aside and just say what you mean to say.

Truth: Sticking too closely to notes or slides can cause you to not be yourself and get long-winded.

Don't get too comfortable. Cut it short whenever you're on a roll.

Truth: When you start thinking that you're irresistibly interesting, it's well beyond the time to end.

Implication: If you want to leave them wanting more, you need to say less.

Put it on a cracker. Don't cook up a verbal meal; first serve a short summary to test your audience's appetite.

Truth: Quality is more valued than quantity.

Nobody cares unless you do. Remind yourself that if you're not passionate, nobody else will be.

You have to make a conscious decision to be all in.

17. Make sure no assembly is required.

Make it easy to listen and understand by giving all the essential elements logically organized.