From TOWER to SPEAR: Building a Complete Communication Method
Most professionals communicate all day long.
- They write emails.
- They lead meetings.
- They join Zoom calls.
- They give updates.
- They pitch ideas.
And yet most of them have no method. And if there’s no method, it’s pure madness.
This is why at The BRIEF Lab we don’t just teach tips. We teach systems. Because clarity isn’t talent. It’s method.
If you want to communicate consistently well — not occasionally well — you need a repeatable framework for both writing and speaking.
That’s where TOWER and SPEAR come in.
The Problem: Communication Without Structure
Here’s the biggest writing mistake: You just start writing.
You open your laptop and begin typing. No thinking. No outline. No plan. You edit while you write. You hit send and hope it works.
Now here’s the biggest speaking mistake: You just start talking.
You “figure it out” while the words are coming out of your mouth.
Both approaches create noise. In a world already saturated with information — and now amplified by AI — the cost of accidental communication is rising.
- More content is not better communication.
- More words are not more clarity.
- More speed is not more impact.
You need structure.
TOWER: A Method for Writing Clearly
We developed TOWER as a disciplined writing process:
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Think
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Outline
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Write
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Edit
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Rewrite
Why TOWER Works
Most people skip the first two steps. They don’t think deeply and they don’t outline. They jump straight to writing.
But thinking forces clarity. Outlining forces logic. Editing forces precision.
By the time you hit “send,” your message is structured, concise, and intentional. TOWER turns writing from improvisation into craftsmanship.
But writing is only half the equation.
The Missing Piece: A Verbal Method
For years, we had a strong writing method. But there was a gap. People would ask: “If TOWER is the writing method, what’s the speaking method?”
It was a fair question. Because most professionals do far more verbal communication than written communication.
Think about your week:
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1:1 conversations
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Team updates
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Sales calls
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Executive briefings
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Difficult feedback conversations
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Client meetings
Do you have a method for those? Most professionals don’t.
So we built one.
SPEAR: A Method for Speaking with Clarity
SPEAR is the verbal equivalent of TOWER:
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Strategize
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Plan
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Express
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Acknowledge or Adjust
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Restate or Respond
Step 1: Strategize
Before the conversation, ask:
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What is my objective?
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What does this person know?
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What do they need?
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What outcome am I aiming for?
Two minutes of strategy prevents ten minutes of confusion.
Step 2: Plan
Jot down your key points. Not paragraphs. Not scripts.
Just the core structure:
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Main point
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Key details
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Desired next step
This is your verbal outline.
Step 3: Express
Now you speak. But you’re not improvising. You’re executing a plan.
Step 4: Acknowledge or Adjust
Did it land?
If yes, acknowledge and move forward. If not, adjust your language.
Great communicators don’t plow ahead. They adapt in real time.
Step 5: Restate or Respond
Clarify the point. Reinforce it. Or move into dialogue.
Conversation becomes intentional — not accidental.
Why a Complete Communication System Matters
Most organizations treat communication skills in fragments:
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Writing workshop here
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Presentation training there
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Meeting tips somewhere else
But high-performing leaders need integration.
They need:
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A writing system
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A speaking system
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A meeting framework
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A consistent structure for clarity
When you combine:
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BRIEF Maps (for organizing thinking)
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TOWER (for writing)
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SPEAR (for speaking)
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Structured meeting methods
You don’t just improve communication. You build a communication operating system.
In the Age of AI, Method Matters More
AI can generate infinite words.
But it cannot generate your judgment.
It cannot clarify your objective.
It cannot replace deliberate preparation.
Without a method, AI just accelerates noise. With a method, AI amplifies clarity.
The professionals who stand out in this new environment will not be the fastest. They will be the most structured.
They will:
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Think before generating
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Outline before writing
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Strategize before speaking
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Adjust in real time
They will make conversations count.
The Leadership Advantage
I once spoke with a CEO who traveled constantly to meet clients. He told me: “I only meet these people once a year. I have to make every conversation count.”
That’s not charisma. That’s preparation.
There are many smart people in business. The ones who prepare stand out. When someone consistently communicates with clarity and brevity, you notice. You remember them.
Because their communication isn’t accidental. It’s designed.
Final Thought
There’s an old saying: “There’s a method to the madness.”
Let me reframe it. If there’s no method, it’s pure madness.
You wouldn’t build a house without a blueprint. You shouldn’t build a message without a method.
If you want your writing to be sharp, use TOWER. If you want your speaking to be deliberate, use SPEAR.
Build the system.
Practice the discipline.
Make every conversation count.
Just saying.
Want to know more about improving your organization’s communication system? Check out our BRIEF Essentials course.
Joseph McCormack first shared these ideas in Episode 388 of the Just Saying Podcast.