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Quick Summary: Modern communication demands clarity.
Smart Brevity by the creators of Axios offers a sharp framework to deliver your point effectively in a world where attention spans last seconds.
With actionable tips on crafting emails, meetings, and headlines, this book equips you to stand out, engage readers, and save time—for you and them.
Tapan’s Verdict: Skim it 🤓
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Actionable Insights
The 17-Millisecond Rule: Capture Attention Quickly
Eye-tracking studies show we decide if content is worth reading in 17 milliseconds.
Lead with six strong words, whether it’s a headline, tweet, or subject line, and make them count.
Example: Instead of “Weekly Sales Update”, try “Team Crushes Weekly Sales Targets”.
Find Your Core Message First
Before you write, identify the one thing you want readers to remember.
Write it down, then shorten it to fewer than 12 words.
If you can’t summarise your point concisely, you don’t know it well enough.
Replace Multitasking With Focus
Studies show it takes over 20 minutes to refocus after a distraction.
Stop trying to multitask when writing; focus on one message, one audience, and one desired outcome.
Pro tip: Picture a specific reader: What do they need from you? Write only for them.
Use the Core Four of Smart Brevity
Structure every message around these four pillars:
- Tease: A headline or phrase that pulls readers in.
- Lede: The most essential sentence up front.
- Why It Matters: Explain the significance in one or two sentences.
- Go Deeper: Provide optional details or a link for readers who want more.
Cut the Fluff: Brevity is Confidence
Overexplaining weakens your message. After writing, edit ruthlessly by:
- Eliminating weak verbs and adjectives.
- Removing “foggy” words like “could”, “might”, or “almost”.
- Rewriting passive sentences to active ones.
Example:
- Passive: “It was observed that the results were positive”.
- Active: “We saw positive results”.
Context is Your Superpower
Don’t assume your audience understands why something matters.
- Weak framing: “Here’s the data”.
- Strong framing: “By the numbers: A 20% increase signals growth opportunities”.
Break Up Text for Skimmers
Use bolding, bullet points, and short paragraphs to make your content skimmable.
Busy readers won’t read dense blocks of text.
Golden Rule: If it wouldn’t look good on one screen of a phone, trim it.
The Meeting Makeover: Less Is More
For meetings:
- Start with the objective in one sentence.
- Provide three bullet points as an agenda.
- End with clear takeaways or action items.
A great meeting often starts before it begins—with a concise email.
Silence is Strategic
The authors advocate for using silence when over-communication would dilute your message.
Not every idea needs to be shared.
When you’re writing, think about Lindy Effect and only share ideas that will stand the test of time.
Style for Impact
Short, visual, and conversational communication resonates most.
Use strong, vivid words that paint a picture, and ditch jargon like “core competencies” or “price point.”
Memorable Quotes
Brevity is confidence. Length is fear.
We hide our insecurity in additional words.
If you see everything, you remember nothing.
