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

Joe McCormack is on a mission to help organizations master the art of the short story. In an age of shrinking attention spans, non-stop interruptions and floods of information, the messages business 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 corporate storytelling. His new book, Brief: Make a Bigger Impact by Saying Less (Wiley & Sons, 2014) tackles the timeliness of the “less is more” mandate.

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.

A passionate leader, he started The BRIEF Lab, a subsidiary of Sheffield, 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 strategic initiatives. His clients include W.W. Grainger, Harley-Davidson, USG Corporation, BMO Harris Bank, SAP, MasterCard, and Jones Lang LaSalle.

He speaks at diverse industry and client forums on the topics of messaging, storytelling, change and leadership.

Previously, he served as SVP, Corporate Marketing at Ketchum, a top five marketing agency in Chicago where he introduced new service models to enhance messaging and deepen relationships with market influencers.

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

He, his wife Montserrat and children live in suburban Chicago.


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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