2018/2019 COURSE CATALOG - thebrieflab.com · we may include a two-hour module on managing tough conversations. In those practical exercises, we would leverage core methodologies

COURSE CATALOG

The journey to achieve certifi cation in lean communication

2018/2019

© www.thebrieflab.com

There is no question that our working environment is filled with a flood of complex information. Gaining clarity and focus is in constant demand. Concise communication is what drives more informed, timely decisions in dynamic environments.

Professional leaders, especially in military Special Operation organizations, recognize the value of developing concise communication as a core skill. My commitment to the military over the past several years inspired me to write the book, BRIEF-Make a Bigger Impact by Saying Less, and to establish a BRIEF Lab facility near Fort Bragg in Southern Pines, North Carolina to best support this community.

The curriculum outlined in this course catalog provides a pathway to become certified in lean communication. The coursework creates a non-negotiable standard to develop your organization, hold each other accountable, and shift the communication culture.

Brevity forces clarity. Better strategic thinking leads to more decisive action and desired results.

THE VALUE OF CONCISE COMMUNICATION

Founder and Managing Director, The Brief Lab

[ABOUT JOEJOE 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 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 alignment. He speaks at diverse industry and client forums on the topics of brevity, storytelling, change and leadership.

Joe founded The BRIEF Lab in 2013. He actively counsels military leaders and senior executives on effective, efficient communication.

BRIEF-Making a Bigger Impact by Saying Lessis a book that sets a non-negotiable standard: get to the point or risk losing your audience and damaging your reputation.

[ 2 ] COURSE Catalog

CONTENTSAbout The BRIEF Lab .................... p 2-3The Journey .................................... p 4-5Course Delivery .............................. p 6-7Courses ........................................... p 8-9Modules .......................................... p 10-11


When you embrace concise communication and develop a culture of brevity, your organization will:

REDUCE TIME spent in meetings, briefings, and your “inbox”

MAKE FASTER DECISIONS based on clearer, more consistent information

DEVELOP STRONGER CONSENSUS that unifies effort

ENHANCE UNDERSTANDING of mission and message

IMPROVE OPERATIONAL EFFICIENCY and effectiveness

COURSE Catalog [ 3 ]

About The BRIEF LabThe BRIEF Lab was founded by Joe McCormack to help professionals, Fortune 500 companies and elite military units communicate clearly and concisely so their strategic initiatives get done.

Organizations like Harley-Davidson, Boeing, MasterCard, Microsoft, and US Special Operations Command count on us to help their leaders develop a culture of brevity as their team members pursue mastery of lean communication.

WHY COMMIT to Lean Communication?

What Our Clients ARE SAYING“To grow and be productive we need our leaders to get to the point quickly and confidently…,The BRIEF Lab gave us the tools to get us there.”

—JIM L., MICROSOFT

“We’re motivated to develop our people as passionate professionals that always speak with purpose and a clear point.”

—SARAH K., TRANSUNION

“We are challenged with floods of information, we needed to develop ways to reduce quantity and increase quality. The BRIEF Lab gave us an answer!”

—BRIAN A., BOEING

© www.thebriefl ab.com

THE JOURNEY to Lean Communication Certifi cation

LEVEL 1 FUNDAMENTALS. Achieve working knowledge of basic BRIEF principles and core methodologies in common professional circumstances.

LEVEL 2 PROFICIENCY. Gain conscious command to be brief in specifi c, daily situations (e-mails, pitches, meetings, etc.) that demand disciplined delivery of a clear message.

LEVEL 3FLUENCY. Accomplish mastery when communicating complex and lengthy information in strategic initiatives when brevity is critical.

Brevity is a language that’s in high demand. Speaking clearly and in concise terms can be mastered just like English, Chinese, Arabic or French. And when it is, you and your ideas will make a greater impact.

At The BRIEF Lab, we have designed a curriculum for professionals to master the essential skill of lean communication. It is based on three levels of certifi cation:

CERTIFICATION HOURSThere are specifi c time requirements needed to achieve each level of certifi cation. Participants follow assigned coursework to gain formal certifi cation.

LEVEL ACTIVITY CREDIT HOURS


TIME: 30+ HRS

TIME: 30-40 HRS

TIME: 30-40 HRS

LEVEL 3

LEVEL 2

LEVEL 1

Level 1 BRIEF 101 (Intro to BRIEF Series, 1-3 days)

Level 1 Read BRIEF-Make a Bigger Impact by Saying Less

Level 1 BRIEF Online (Webinars, E-Learning)

Level 1 BRIEF 102 (BRIEF Writing I, 1-day)

Level 2 BRIEF 201 (Intermediate Course, 1-2 days)

Level 2 BRIEF 202 (BRIEF Writing II, 1-2 days)

Level 2 BRIEF Online (Webinars, E-Learning)

Level 3 BRIEF 301 (Advanced Course, 1-2 days)

Level 3 BRIEF 302 (Custom Messaging Course, 1-2 days)

10-30

4

2-10

10

10-20

10-20

2-10

10-20

10-20


LEVEL ACTIVITY CREDIT HOURS


Presidents and C-suite Executives

Business/Unit Leaders Client Service Professionals Customer-facing Professionals Elite Sales Professionals

High Potentials Change Agents HR Managers Professional Communicators Recruiters Team Leaders

Field-Grade Leaders Senior Staff Directors Field-Grade Staff Directors Rising Company-Grade Leaders

Skills and ExpectationsThrough our courses, participants can expect to master a range of specific skills that they can apply on the job immediately. The following is a brief summary of what they will master as they achieve higher levels of communication.

DESIGNED FOR CORPORATE AND MILITARY AUDIENCES

LEVEL 2PROFICIENCY

LEVEL 1FUNDAMENTALS

LEVEL 3FLUENCY

SKILLS EXPECTATIONS Headlining to put the main

point up front Mapping to better prepare Trimming unnecessary detail Writing for greater clarity and

impact

a Clearer updates

a Shorter meetings

a Tighter emails

SKILLS EXPECTATIONS Crafting a killer elevator speech Compelling executive summaries Telling vs. selling Present listening Challenging conversations Persuasive writing

a Making winning pitches

a Embracing challenging conversations

a Leading teams more effectively

SKILLS EXPECTATIONS Dynamic meeting facilitation Strategic narrative development The power of storytelling

a Making impactful board presentations

a Leading change

a Defining and delivering strategic narratives

a Motivating large teams


Course Delivery: IN-PERSON, ONLINE AND BLENDED LEARNING

We believe the best learning happens by doing. Our workshops are highly experiential, dynamic and fun. Participants engage in intensive exercises that pull them out of their comfort zone and accelerate breakthrough learning. The BRIEF Lab is designed to facilitate this transformation in a comfortable and positive learning environment. In person and at one of our locations is the ideal. However, we can also deliver courses onsite or online.


IN-PERSON COURSES are hosted at either one of The BRIEF Lab locations or an appropriate client location. The benefi t is more personal interaction with other participants.

ONLINE COURSES are interactive and engaging, and designed to sustain and build the value of the BRIEF curriculum to extended teams and direct reports.

BLENDED LEARNING COURSES offer participants the opportunity to leverage online courses, live webinars, in-person workshops and/or events to combine the best of diverse learning environments.

<<<<<<<<

<<<<In our experience, it’s not enough just to recognize the need for concise communication. To sustain these skills, participants enlist their teams and organizations

to continue the coursework, take on specifi c challenges and hold each other accountable to embrace brevity.

SUSTAINING LEAN COMMUNICATION SKILLS


At each level, we offer two to three course options in a standard academic structure (i.e., 101, 201, etc.). These courses focus on the following key areas:

Develop core lean communication skills through key BRIEF methodologies and custom modules across a variety of scenarios (e.g., presentations, conversations, updates, meetings, etc.).

(BRIEF 101/201)

Enhance concise writing skills, with specifi c applications (e.g., e-mails, reports, proposals, letters, etc.). (BRIEF 102/202)

Strengthen strategic communication skills through intensifi ed custom coursework to deliver high-impact information in signifi cantly less time (e.g., new business pitches, strategic narratives, board-level presentations, large-scale change initiatives, etc.). (BRIEF 301/302)

Levels, Courses and Modules:A STRUCTURED FOCUS


Designed for Organizations and Small TeamsOur courses are designed and delivered for specifi c client organizations. Though periodically we offer open enrollment for in-person and online courses, the vast majority of our courses are delivered to teams of 12-20 people. The reason is simple: participants learn more, faster. Additionally, ongoing coursework can serve as a team offsite to strengthen and unify the team.

Our approach is to design practical courses that build on BRIEF methodologies and core concepts, including customizable modules that ensure content is highly pertinent to participants.

For example, BRIEF Maps are a fundamental tool that are included in all course levels. In a Level-2 course, however, we may include a two-hour module on managing tough conversations. In those practical exercises, we would leverage core methodologies and concepts (mind mapping, headlining, trimming) and apply them in specifi c applications (conversations).

The BRIEF Lab commends

for completing Introduction to Strategic Communications

In recognition of this accomplishment, and for your commitment to lead by example, you are hereby awarded

Joseph McCormackAuthor | Founder

Date

certificationBRIEF 101 [Strategic Communications]

16 hours

YOUR NAME

21 September 2017

A MODULAR APPROACH

1 PMBRIEF LAB MODULE

3 PMMY BIG IDEA EXCERSIZE

8 AMINTRODUCTION / BRIEF METHODOLOGIES

10 AMHEADLINING / MIND MAPPING / TRIMMING EXCERSIZES

12 PMLUNCH BREAK

3 PMMY BIG IDEA EXCERSIZE

BRIEF LAB MODULE:

Executive Summaries (Abstract)

Gaining certifi cation is a mark of distinction for professionals that value time, clarity and action.

© www.thebrieflab.com[ 8 ] COURSE Catalog

COURSE: BRIEF 101 (Intro to BRIEF Series/Strat Comms I)Duration: 1-3 daysCredits: 10 hours/dayDelivery: In-person (The BRIEF Lab, client location or webinar)

Introductory course that tackles the three most prominent communication tendencies that make professionals seem confusing, complicated and disorganized. Practical exercises target BRIEF Mapping, trimming and headlining as essential skills all lean communicators need to master.

COURSE: BRIEF 102 (BRIEF Writing I)Duration: 1 dayCredits: 10 hoursDelivery: In-person (The BRIEF Lab, client location or webinar)Prerequisites: BRIEF 101

Introductory writing course that focuses on what plagues writers in an attention-starved, time-sensitive world. Participants are armed with specific ways to organize, edit and deliver high-impact written communication that’s clear, concise and compelling. Key techniques include: ruthless redaction, scanning and skimming, and the DRAFT method.

COURSE: BRIEF Online (2-part course)Duration: Self-PacedCredits: 10 hoursDelivery: OnlinePrerequisites: BRIEF 101

Online course designed to sustain the BRIEF methodology through engaging video exercises and practical challenges. The first part, BRIEF Essentials, reinforces fundamental principles. Part two, BRIEF Daily Manager, addresses moments where brevity matters most (i.e., e-mails, meetings, updates, etc.).

COURSE: BRIEF 201 (Intermediate Course/Strat Comms II)Duration: 1-2 daysCredits: 10 hours/dayDelivery: In-person (The BRIEF Lab or client location)Prerequisites: BRIEF 101, BRIEF 102, and/or BRIEF Bootcamp

Intermediate course that elevates BRIEF skills to address time-sensitive, high-impact communication. Practical exercises include developing strategic narratives, concise conversations, pitching new ideas, active listening, briefings and short presentations.

BRIEF Courses

Executive Summaries

Active Listening

Managing Tough Conversations

Fielding Q & A

Pitching A New Idea

BRIEF Meeting Facilitation

Narrative StorytellingBRIEF Presentations

Short Speeches

Interviewing

Creating A Value Proposition

Controlled Conversations

M O D U L E S

O N L I N E M O D U L E SONLINE MODULE:

BRIEF Essentials

ONLINE MODULE:

BRIEF Daily Manager

Executive Summaries

Active Listening

BRIEF Presentations

Creating A Value Proposition

Pitching A New Idea

Executive Summaries

Active Listening

Consultative Selling

High Potentials

© www.thebrieflab.com COURSE Catalog [ 9 ]

COURSE: BRIEF 202 (Brief Writing II)Duration: 1-2 daysCredits: 10 hours/dayDelivery: In-person (The BRIEF Lab or client location)Prerequisites: BRIEF 201

Intermediate writing course that delves deeper into the core elements of concise, compelling writing. Participants tackle practical assignments to craft succinct executive summaries and compelling pitches, and will learn to distill complex information into tight, effective communications that capture people’s attention.

COURSE: BRIEF Online Duration: Self-PacedCredits: 6 hoursDelivery: OnlinePrerequisites: BRIEF 202

Online course designed to reinforce and enhance intermediate BRIEF writing skills. Provides a series of practical writing exercises to engage and sharpen skills.

COURSE: BRIEF 301 (Advanced Course/Strat Comms III)Duration: 1-2 daysCredits: 10 hours/dayDelivery: In-person (The BRIEF Lab or client location)Prerequisites: BRIEF 202

Advanced course ensuring that practitioners possess mastery of BRIEF skills and can demonstrate unconscious command. In a series of challenging, time-sensitive exercises, participants will display deep understanding by teaching back core principles while delivering strategic messages with confidence and clarity.

COURSE: BRIEF 302 (Custom Messaging Course)Duration: 1-2 daysCredits: 10 hours/dayDelivery: In-person (The BRIEF Lab or client location)Prerequisites: BRIEF 301

Customized workshop designed to focus on the development and delivery of specific written and verbal work-related content. Participants prepare high-impact material and rehearse the delivery of key, audience-specific messages in a variety of scenarios to demonstrate command, consistency and control.

BRIEF Courses (continued)

Executive Summaries

Active Listening


Fielding Q & A

Pitching A New Idea



Short SpeechesInterviewing

M O D U L E S

ONLINE MODULE:

BRIEF Methodology in Writing

O N L I N E M O D U L E S

ONLINE MODULE:

Key Applications


Fielding Q & A

Pitching A New Idea



Short SpeechesInterviewing

Controlled Conversations


MODULE: Executive Summaries (Abstracts)Duration: 1-2 hoursCourses: BRIEF 101, 102, 201, 202

In this module, participants use BRIEF Maps to frame headlines (what’s the main point?), background and relevant information (why am I telling you this now?), critical information (three core ideas) and a concluding message (what’s the payoff, proposed decision, and/or next steps).

MODULE: Active ListeningDuration: 1-2 hoursCourses: BRIEF 101, 102, 201, 202

This module provides a deep dive into effective ways to not only manage distractions and our inner monologue, but also learn how to turn terrible interrogations into provocative questions that lead to more meaningful insights. Participants learn to focus and extract the main points with consistency and accuracy.

MODULE: Managing Tough ConversationsDuration: 4-8 hoursCourses: BRIEF 201, 301

Delivering bad news is part of any leader’s job. It can be dangerous for both parties involved leading to hurt feelings, anger and resentment. This module prepares you to manage tough situations like sharing critical feedback, or delivering the disappointing outcome of a new initiative or project.

MODULE: Fielding Q&ADuration: 2-4 hoursCourses: BRIEF 201, 301

At the end of most speeches or presentations, you can expect a brief question and answer (Q&A) period. Most people, even experienced executives, fail to leave their best for last and forget to prepare for the finale. This module prepares you to succinctly stand and deliver a cogent reply.

MODULE: Pitching a New Idea Duration: 2-4 hoursCourses: BRIEF 101, 201, 301

Innovative ideas are the lifeblood of any organization. Yet most new ideas are wrapped in layers of confusing details that make it tough to decipher a good idea from a bad one. This module shares proven practices to make the best ideas shine.

MODULE: BRIEF Meeting FacilitationDuration: 2-4 hoursCourses: BRIEF 201, 301

Bad meetings beget more and more meetings. This ugly reality results when meeting organizers don’t grasp their responsibility to facilitate effective exchange of information and orchestrate constructive conversations. This module teaches the rules for running shorter, more meaningful meetings.

MODULE: Narrative StorytellingDuration: 2-4 hoursCourses: BRIEF 201, 301

Stories have an innate power to capture and hold people’s attention. Successful leaders leverage the power of narrative to convey complex information in a way that’s memorable and makes sense. This module immerses participants in Narrative Mapping, a powerful tool to set up and share stories.

[ 10] COURSE Catalog

BRIEF ModulesModules can be included in BRIEF courses or serve as 90-minute or half-day seminars and webinars.


MODULE: BRIEF PresentationsDuration: 2-4 hoursCourses: BRIEF 201, 301

Too often there’s little power and no point in a PowerPoint deck. Designing and delivering effective presentations is achieved by using the BRIEF methodology and learning to embed compelling visuals and captivating stories—all clearly and concisely.

MODULE: Short SpeechesDuration: 2-4 hoursCourses: BRIEF 101, 201, 301

At some point (or many times), all leaders are expected to stand up at the podium to introduce a speaker, say a few words or accept recognition or an award. While nerves are always an issue, this module will give you the confidence to make the speech short and sweet.

MODULE: Interviewing Duration: 2-4 hoursCourses: BRIEF 201, 301

Some of the most important moments for brevity are during interviews. Regardless of which side of the table you’re on, nerves run high and people tend to talk too much. It’s better to prepare and practice before ruining yet another interview.

MODULE: Crafting a Value Proposition (Elevator Speech)Duration: 2-4 hoursCourses: BRIEF 101, 201

It should be an easy question to answer, but it often makes people confused, crazy, inconsistent and unclear. In this module, we will build a personal and professional elevator speech to help alleviate the issue once and for all.

MODULE: Controlled ConversationsDuration: 2-4 hoursCourses: BRIEF 201, 301

The best leaders know how to manage a conversation and lead it to a productive end. Unfortunately, bad habits abound and people talk at each other, not with each other. This module provides a series of short exercises and simple insights to focus and improve conversation outcome.

MODULE: Consultative SellingDuration: 3 hoursCourses: BRIEF 102

Task-specific module that prioritizes telling over selling. Proposals, meeting reports, and executive summaries are about distilling complex information and demonstrating commitment to the client’s priorities. Participants will practice writing that showcases expertise, identifies pain points, and offers concise solutions up front.

MODULE: High PotentialsDuration: 3 hoursCourses: BRIEF 102

Customized module designed to elevate rising stars’ everyday writing. Participants encounter new methods for tackling core writing tasks like performance reviews, short speeches, and thank you notes. BRIEF-trained high potentials will learn to be more specific, authentic, and compelling writers.


BRIEF Modules (continued)


WWW.THEBRIEF LAB.COM | 630.310.5190CHICAGO, IL | SOUTHERN PINES, NC

DUNS:788338528 CAGE Code: 69KV6

THE JOURNEY TO MASTER LEAN COMMUNICATION is fi lled with meaningful milestones along the way. As participants progress through our curriculum, here is an explanation of the benefi ts that they will achieve.

WHAT’S GOOD?In the beginning, you start to experience NOTICEABLE EFFICIENCIES. This translates into shorter meetings, tighter emails and shorter conversations. The saved energy alone is a solid start.

WHAT’S BETTER?As participants progress through our intermediate courses, their communication becomes signifi cantly MORE EFFECTIVE. Precise words lead to action, important decisions are made quickly, and moments that were wasteful are now fi lled with essential information.

WHAT’S BEST?For those that are committed to mastering lean communication, developing and delivering a narrative message INSPIRES AND ALIGNS AN ORGANIZATION TO ACTION. You can confi dently craft clear and compelling messaging that rallies people to execute strategic objectives and get important work done.

2018/2019 COURSE CATALOG - thebrieflab.com · we may include a two-hour module on managing tough conversations. In those practical exercises, we would leverage core methodologies

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