Meet the author of Brief and founder of 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, 2014) tackles the timeliness of the “less is more” mandate. Because even expert communication can be thwarted by an audience that has lost the capacity to pay attention, he follows up with a pragmatic guide to managing a distraction-filled environment in NOISE: Living and leading when nobody can focus” (Wiley, 2020).

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 2013 after 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.



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