Brief & Brilliant

A book about selling more by saying less. Every framework in it teaches one skill: how to turn a complex deal into short soundbites that win executive attention, and travel through a buying group without you.

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What's inside

Prologue

  1. The $10M Sentence

Part 1: Complexity

  1. The New Go-to-Market Metric: Mindshare
  2. Simplicity Defined

Part 2: Simplicity

  1. The 4-Sentence Soundbite
  2. How Executives Think
  3. Big Deals Grow on (Driver) Trees
  4. How Executives Talk
  5. What’s at Stake?
  6. Soundbites, even in Rocket Science
  7. Bullet Points, not PowerPoints
  8. What a Failed Bank Can Teach You
  9. Meeting a Fortune 5 CTO
  10. You’ve Gone Far Enough
  11. Picking Your One Word
26 more chapters in Parts 3 to 5

Part 3: Process

  1. Everything You Don’t yet Know
  2. Your Message Is the Sales Process
  3. The Rise of AI and Its Role in Complex Deals
  4. Simplifying Your Process
  5. The Water We Swim In

Part 4: Frameworks

  1. The 1-Page Business Case
  2. Messaging Scorecards
  3. 60-Second Deal Review
  4. Situation, Complication, Recommendation
  5. The Future State Press Release
  6. The Value Story
  7. The Elevator Pitch
  8. Extra Credit

Part 5: Principles

  1. Focus
  2. Use Anecdotes
  3. Frame the Problem
  4. See Around Corners
  5. Make It Up
  6. Find the Familiar
  7. Embrace Your Limits
  8. Choose Your Words Wisely
  9. Magnetic Messaging
  10. Decks vs. Docs
  11. How to Email Executives
  12. Try This if You’re Losing Your Audience
  13. Minutes, not Months
"So, how do you enable your champions with short soundbites that create and keep executive attention? Brief and Brilliant will teach you."Ken HohensteinCRO, OneStream Software. From his foreword to Brief & Brilliant
30,000sellers read the newsletter, 2x a month
70%of the Fortune 100 landed using these frameworks
150K+complex sales cycles studied to find what works

Use it this week

Free frameworks, straight from the book.

The 4-sentence soundbiteMake a complex message memorable and repeatable, and ready for an executive.Get the framework The 1-page business caseFive parts on one page, so your champion can win executive support.Get the framework Big deals grow on driver treesFind where your change hits the buyer’s revenue, and the story their exec wants to tell.Get the framework

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Say less, sell more

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