Meet the author of Brief and founder of Sheffield Company and The BRIEF Lab.

Joe McCormack is on a mission to help organizations master lean communication. In an age of shrinking attention spans, non-stop interruptions, and floods of information, the messages business and military leaders send out are getting lost in a sea of words.

An experienced marketing executive, successful entrepreneur and author, Joe is recognized for his work in narrative messaging and strategic communications. His book, “Brief: Make a Bigger Impact by Saying Less” (Wiley & Sons, 2014) tackles the timeliness of the “less is more” mandate.

He speaks at diverse industry and client forums on the topics of brevity, storytelling, change and leadership. A passionate leader, he founded The BRIEF Lab in 2013after years dedicated to developing and delivering a unique curriculum on executive communications for U.S. Army Special Operations Command (Ft. Bragg, NC). He actively counsels military leaders and senior executives on effective, efficient communication and produces a weekly podcast series called “Just Saying.”

The BRIEF Lab’s mission is to help organizations master concise communication to improve operational efficiency and effectiveness. His clients include Mastercard, Grainger, Boeing, Harley-Davidson, TransUnion, BMO Harris Bank, DuPont and a variety of U.S. military units. Previously, he served as SVP, Corporate Marketing at Ketchum, a top-five marketing agency in  Chicago, where he directed its corporate marketing practice and introduced new service models to enhance messaging and deepen relationships with market influencers.

He received a BA in English Literature from Loyola University of Chicago where he graduated with honors. He is fluent in Spanish and has broad international experience. He lives in suburban Chicago and Pinehurst, NC.


National Speakers Bureau : Keynote Preview
Idea Festival
CBS This Morning: Saturday
  • Just fantastic. Good reminders of the importance of preparation and how to be clear and concise. I will definitely use these tools.

    Leading Edge Speaking Event DuPont
  • Excellent content -- very relevant and applicable.

    Leading Edge Speaking Event DuPont
  • Fresh and provocative.  Great new direction for our company.

    Leading Edge Speaking Event DuPont
  • Very important skill set often not truly dealt with.  "Making a story compelling" -- wonderful!

    Leading Edge Speaking Event DuPont
  • Very applicable.  One that I can take back and implement quickly/effectively.

    Leading Edge Speaking Event DuPont

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