Smart Brevity

1. “People want to know something new, revelatory, exciting. And they want you to put it in context and explain “Why it matters.” Then, with a visual or verbal cue, they decide whether to “Go deeper” into the conversation.”

2. “Keep it simple—and short: Complexity confuses. Abstraction alienates. Length loses. You can unite people around a common understanding of an important idea or update by writing in short, direct sentences and by losing the clever insider-isms or fancy clauses.”

3. “If there is one thing you take away from this book, it is this: Learn to identify and trumpet ONE thing you want people to know. And do it in ONE strong sentence. Or no one will ever remember it. This is your most important point—or what journalists call “the lede.”

4. “Picture in your head the person you’re trying to reach. This is easy if it’s a single individual, but if you’re targeting a group, zero in on a specific individual, a name, a face, a job. Always do this before you start communicating. If you try to speak to everyone, usually you reach no one. Singling out the person you want to reach clarifies things big-time.”

5. “The brain is wired to make a clear, quick yes-or-no decision—fight or flight, click or scroll, read or ignore, remember or forget. The dopamine blast of a great idea or word buys you a few more seconds of someone’s time. Every word is a battle for additional time and attention.”

6. “Nancy Duarte did a popular TED Talk after studying the rhythm, arc and content of famous speeches, including Martin Luther King Jr.’s “I Have a Dream” and Steve Jobs’s iPhone launch in 2007. The Smart Brevity version of her “secret structure” of great speeches: • Describe the status quo: how the world or topic exists today. • Contrast with your lofty idea—ideally, the point of your speech. • Move back and forth from what is and what could be. • Make a call to action. • End with a vivid portrait of utopia if they embrace your idea.”

1. Attention Spans Are Shrinking, Adapt or Lose

Modern audiences have dramatically shorter attention spans due to information overload and digital conditioning. Successful communication requires acknowledging this reality and designing messages for quick consumption rather than fighting against natural attention patterns.

2. Start with "Why This Matters"

Lead with the significance and relevance of your message before providing details. People need to understand why they should care before they'll invest attention in learning what you have to say. Answer "so what?" immediately and explicitly.

3. One Big Idea Per Communication

Limit each message to a single, clear point rather than trying to cover multiple topics. Multiple messages compete for attention and dilute impact. Focus increases both comprehension and retention, making your communication more effective and memorable.

4. Use Visual Hierarchy and White Space

Design your communication visually to guide the reader's eye and make information easy to scan. Use headers, bullet points, short paragraphs, and white space to create visual breathing room. Dense blocks of text are intimidating and often ignored.

5. Strong Endings Drive Action

Conclude with a clear, specific call to action or key takeaway. Don't let your message trail off or end weakly. Tell people exactly what you want them to think, feel, or do as a result of your communication, making the next step obvious and easy.