In Press Release

Chicago, IL. Mar 20, 2014 – Since its launch in February, Joseph McCormack’s new book, Brief: Make a Bigger Impact by Saying Less (Wiley & Sons), has brought the need for brevity to the national stage.

In nationally televised appearances on CBS This Morning and Fox and Friends, as well as in print interviews with publications like Fast Company, McCormack is challenging professionals everywhere to get to the point, or risk the consequences.

The national media attention for BRIEF underscores the importance of this problem for today’s business executives. A recent survey showed that nearly 75 percent of professionals will tune out of a presentation after one minute if it doesn’t get to the point. You can’t afford to miss your opportunity to make a connection.

With both BRIEF, as well as The BRIEF Lab, a new business unit designed to help teams of professionals gain mastery as lean communicators, McCormack is helping professionals gain the discipline to become better communicators. Recently, The BRIEF Lab has hosted workshops with representatives from organizations including USG, Jones Lang LaSalle, W.W. Grainger, and Ariens.

About the Author:

Joseph McCormack is on a mission to help organizations master the art of effective and efficient communication. An experienced marketing executive, successful entrepreneur and author, Joe is recognized for his work in narrative messaging and corporate storytelling.

A passionate leader, he founded The BRIEF Lab in 2013 after years dedicated to developing and delivering a unique curriculum on strategic narratives for U.S. Army Special Operations Command (Ft. Bragg, NC). He actively counsels military leaders and senior executives on key messaging and strategy initiatives. His clients include W.W. Grainger, Harley-Davidson, USG Corporation, BMO Harris Bank, SAP, MasterCard, Heinz, Hoffman-La Roche and Jones Lang LaSalle.

He founded and serves as managing director and president of The Sheffield Company, an award-winning boutique agency that specializes in narrative message development, short-form visual media and storytelling production. He speaks at diverse industry and client forums on the topics of brevity, messaging, storytelling, and leadership.

For more information, please visit

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