How to Write Less but Say More | Jim VandeHei | TED

Summary

The speaker highlights the challenge of communicating effectively in a world overloaded with information. Drawing from personal experience, he reveals that most people skim through content, rarely reading in-depth. He emphasizes the need for brevity, simplicity, and clarity in writing, focusing on delivering the essential message quickly. He advocates for 'Smart Brevity,' a method of using fewer words to convey more meaning, which he implemented at Axios. The talk offers practical tips for more effective communication, urging people to prioritize their audience, keep things concise, and communicate like a human.

Takeaways

• 🗣️ The speaker emphasizes the need for everyone to rethink how they communicate, especially in writing, to be more effective in today's digital world.
• 📉 Data shows that most people do not fully read or engage with lengthy written content; they skim and often do not absorb the information.
• 📰 The speaker's experience in journalism and founding media companies like Politico and Axios taught him that concise communication is more impactful.
• 📱 Modern technology has led to an information overload, with people constantly distracted by their devices and checking their screens hundreds of times a day.
• ⏱️ Even when people choose to engage with content, they spend only about 26 seconds on average reading it.
• 🤔 The realization that readers were not fully engaging with long-form content led the speaker to develop the concept of 'Smart Brevity,' focusing on delivering essential information quickly and clearly.
• 💡 Smart Brevity has been effective not only in journalism but also in various fields, including corporate communications and even intelligence briefings for organizations like the CIA.
• 🙌 Feedback from readers and companies highlighted a need for clear and concise communication that saves time and increases engagement.
• ✍️ The speaker's tips for better communication include: focusing on the audience, grabbing attention immediately, keeping it simple, being human, and knowing when to stop.
• ⏳ The ultimate goal is to give people their time back by being as concise and clear as possible, leading to more effective communication and better understanding.

Q & A

What is the main argument presented in the script?

The main argument is that in today's digital age, people are overwhelmed with information and rarely read long-form content. To communicate effectively, writers must use fewer words and focus on brevity and clarity.

Why does the speaker advocate for using fewer words in communication?

The speaker advocates for using fewer words because data shows that most people skim content and don't engage deeply with long texts. Short, clear messages are more likely to capture attention and be remembered.

What personal experience led the speaker to adopt the philosophy of brevity?

The speaker's experience at Politico, where a widely talked-about 1600-word column had very few readers getting past the first page, led him to realize that people don't read long articles. This prompted him to rethink his approach to writing.

What is 'Smart Brevity,' and why is it important?

Smart Brevity is a communication approach that focuses on delivering essential, intelligent content quickly and efficiently. It's important because people are bombarded with information and have limited time to consume it.

How does the digital age affect people's attention spans and reading habits?

The digital age, with smartphones and constant information flow, has shortened attention spans. People skim content, share stories without reading them, and are easily distracted, making it harder to capture and maintain their attention.

What example does the speaker provide about how brevity improved communication for a prominent figure?

The speaker mentioned that Jamie Dimon's 32,000-word annual letter was condensed into a few hundred words using Smart Brevity, resulting in more engagement and better understanding of the key points.

What tip does the speaker give for improving communication by understanding the audience?

The speaker advises putting the audience first, meaning that communicators should focus on what the audience needs to know, rather than what the writer wants to say. This helps to deliver more relevant and impactful messages.

Why does the speaker emphasize keeping language simple?

The speaker emphasizes simplicity because clear and straightforward language is more effective in conveying messages. Overly complex or flowery language can confuse the reader and dilute the message.

What does the speaker say about the impact of distractions on productivity?

The speaker cites a study from the University of California, Irvine, showing that distractions cause a 20-minute delay in refocusing, highlighting how the constant bombardment of information reduces productivity.

What does the speaker suggest is the biggest challenge in modern communication?

The biggest challenge in modern communication is cutting through the noise of endless information. Writers and communicators need to be concise and direct to ensure their message stands out and is understood.