Chapter 12: How to Be Brief but Brilliant in 60 Seconds

Imani Rhodes

If you can’t say it clearly, you don’t own it yet. That’s the whole episode in one breath. But let me start with a story. Back in my poetry days, I’d spend hours trimming a single line—cutting, cutting, until only the truth was left. It was agony, but it taught me something: cleverness is fun, but clarity is what people remember. And in teams, clarity is what builds trust. So today, we’re talking about how to be brief but brilliant—in sixty seconds or less.

Miles Carter

Yeah, and Imani, that story hits home. I always say, “Talk like your words cost money.” Because in business, they kind of do. CEOs get, what, 300 to 500 emails a day? If you can’t get to the point, you’re not getting read. And it’s not just about being short—it’s about being sharp. That’s what the research says too. McKinsey found that effective, concise communication is a top skill for high-performing teams. Google’s Project Oxygen? Same thing. The best managers are the ones who can communicate crisply, even when the pressure’s on.

Imani Rhodes

And it’s not just for execs. LinkedIn’s Workplace Report put brevity in the top five most desirable skills. So, whether you’re a barista or a business analyst, this matters. I love the “One-Breath Rule”—if you can’t say it in one breath, it’s not clear enough. That’s straight from “Smart Brevity,” which, by the way, is a book I wish I’d had in my twenties. And “Brief” by Joseph McCormack? That’s the one with the BLUF approach—Bottom Line Up Front. It’s used by Navy SEALs, Fortune 500s, you name it.

Miles Carter

Yeah, and the Bluff approach is huge. I mean, think about your last team update. Did you lead with the point, or did you warm up for three paragraphs? I’m guilty of that sometimes. But the best leaders? They sift through noise fast. They want the headline, not the handbook. And, Imani, like you said in chapter 2 “words can raise the room”—this is the next level. Brevity is a leadership signal. If you want to stand-out, speak-sharp.

Imani Rhodes

Exactly. And let’s be real—blur is the enemy of trust. If your message is murky, your thinking probably is too. So, let’s get into the tools and tactics that make this work, because knowing is one thing, but doing is where the magic happens.

Miles Carter

Alright, let’s get practical. I want to roleplay a before-and-after leadership update. Here’s the “before”—the way most people do it: “So, um, we had some issues with the delivery, and the weather was kind of bad, so the crew couldn’t get started, but we’re hoping to catch up, and I’ll let you know if anything changes.”

Imani Rhodes

Ooo. That’s a lot of words for: “We’re-delayed.”

Miles Carter

Right? Now, here’s the “after,” using the ‘Because — But — So’ formula: “We’re delayed because of late materials, but we’ve added an extra crew, so we expect to finish Friday instead of Thursday.” That’s it. No drama, just facts and solutions.

Imani Rhodes

That’s the difference between good and great. And you can use that formula anywhere. Another one I love is the MAP method—Message, Audience, Purpose. Before you speak, ask: What’s my message? Who’s listening? Why does it matter? It’s like a mental checklist that keeps you from rambling.

Miles Carter

And if you want to practice, there are tools for that. Hemingway Editor is free and highlights long, complex sentences. Bluf Builder helps you practice putting the bottom line up front. Even PowerPoint’s Speaker Coach can flag your filler words. But the best reps are the ones that feel real. That’s why we built the Because–But–So Game—so you can actually train your brain to think clearly under pressure. It’s quick, fun, and built around real-world scenarios like field updates, client calls, and even talking with your boss. Each round gives you a messy situation and challenges you to organize your thoughts fast: why it happened, what’s been done, and what’s next. That’s how leaders speak

Imani Rhodes

Yea, I love that game and it really demonstrates what we are talking about. And this isn’t just about sounding smart. There’s science behind it. Cognitive Load Theory says our brains can only hold three to five ideas at once. If you overload people, they drop the thread. Processing Fluency—basically, we trust what we understand quickly. So, the smoother your message, the more credible you sound.

Miles Carter

Let’s do another quick roleplay. Peer update in a standup: “Yesterday I finalized the lighting spec with the client. Today I’m coordinating delivery. Waiting on one detail from zoning.” That’s it. No warm-up act. And if you want to get even sharper, try the “One-Breath Challenge.” Can you explain what you do in one breath? For example: “I help teams get clear so they can move faster and win more.”

Imani Rhodes

Love it. Mine: “I teach leaders to use language that builds trust and gets results.” And if you’re listening, try it right now. Pause us, say your one-breath update, and see what sticks. Then drop it in the community feed. We want to see what you come up with.

Miles Carter

And remember, talk like you’re writing a tweet. 280 characters forces focus. Don’t be “Prologue Pete”—the person who starts every update like it’s a novel. Be Page One. Lead with the headline.

Imani Rhodes

Clarity cuts through chaos. That’s the phrase I want you to remember. And if you’re not sure what to cut, ask yourself: What’s the one thing my listener needs to know right now? That’s your headline. Everything else is optional.

Imani Rhodes

So, what do CEOs and leaders actually want? It’s not just “get to the point”—it’s “get to the truth.” Rambling signals you’re not clear. Hiding behind fluff? That’s fear talking. But a sharp, honest update? That builds trust, fast.

Miles Carter

And they want the 10,000-foot view first. Give them the overview, then zoom in if they ask. Executives think in layers. If you start with the weeds, you lose them. Lead with altitude, then land the plane if they want details.

Imani Rhodes

Are you clear enough to be trusted? That’s the real question. If your words are murky, your thinking might be too. Leaders listen for clarity as a sign of competence. And do you speak in headlines, not handbooks? “We’re delayed due to rain, but we’re on track to recover”—that’s a headline. Five paragraphs of weather drama? Nobody’s got time for that.

Miles Carter

And can you deliver urgency without panic? Great leaders are calm under pressure, and they want the same from their team. Crisp talk is calm talk. And do you know the ‘why’ behind what you’re saying? Surface updates are common. Root-cause clarity is rare. Be the one who connects the dots.

Imani Rhodes

And don’t forget context. Tailor your message for who’s listening. A CEO doesn’t want a technician’s workflow report, and a tech doesn’t want a budget strategy. Context earns credibility. And always close with a clear next step or say: “Here’s what I need,” or “We’ll update by Friday.”

Miles Carter

So here’s your rally cry: Brevity is a leadership signal. If you want to stand out, speak sharp. Do the action steps—because that’s where clarity becomes a habit. Share your One-Breath Update in the community and help someone else get better too. Let’s rise by getting clear, together.

Imani Rhodes

And before we sign off, remember—don’t just listen, do. The action items are what make this stick in the real world. Try the 60-second challenge, play the Be Brief but brilliant game. That’s how you'll get better, faster.

Miles Carter

Yeah, don’t wait. Take what you heard today and use it tomorrow. Make it practical, make it stick, and help someone else level up too.

Imani Rhodes

And to everyone listening—keep it brief, keep it brilliant, and we’ll see you in the next section.