Translation Please?

Everyone can appreciate brevity. Take Joe Biden's response in the Democratic Presidential Debate for example:

Williams: An editorial in the Los Angeles Times said, "In addition to his uncontrolled verbosity, Biden is a gaff machine." Can you reassure voters in this country that you would have the discipline you would need on the world stage, Senator?

Biden: Yes.
(Laughter)

Williams: Thank you, Senator Biden.
(Laughter)
MSNBC.com

Nobody wants to pour over text or wait for the point. The longer it takes to say something, the less meaningful the message. That doesn't mean a book or lecture or meeting can't be long, but it should be dense with relevant information. Here's another example from Book-A-Minute:

(Gulliver visits some places.)

A Lilliputian: We're small.

A Brobdingnagian: We're big.

A Horse: We can talk.

(Gulliver goes home.)

Gulliver: Humanity sucks.  I hate people.

THE END

OK, maybe literature isn't the best example, since it's as much the experience of reading as it is the story that we enjoy. But that's not the case with meetings or educational reading. Check out The Brand Gap by Marty Neumeier. It's short and sweet, taking all the complexities and nuance and misconceptions about what a brand is and turns it into page after page of simple gold nuggets -- without panning the river. Thanks to Sam for telling me about it. E-mail me if you want the complimentary PDF.

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If this post was too long. Here's a summary:

Read The Brand Gap by Marty if you appreciate brevity. You're welcome.