“Smart Brevity” is the “sort of book you might give to a recent college graduate headed into corporate America, along with a pair of pearl earrings and a silk hankie for stairwell crying,” ClareMalone writes.
When Jim VandeHei, Mike Allen, and Roy Schwartz founded Axios, in 2017, its animating idea was that powerful people want to know what’s happening, but they don’t want to spend fifteen minutes reading about it. Axios’s e-mail newsletters would be all about bullet points, six-word headlines, and stories that fit on a phone screen.
“Smart Brevity” is essentially a book about how to write a good e-mail. Autumn VandeHei, Jim’s wife, is cited on page 15 as being a “lover of words” and a hater of the book’s concept, along with his kids, who watched him write it on his iPhone. The authors assure us—Autumn, the children, me—that they are not trying to deprive the world of poetry and sparkling prose. However, they would certainly like it to be more concise.
The book is a useful corporate style guide in that respect. It’s also an advertisement for Axios HQ, a software developed to help companies mimic the Axios newsletter style for their own corporate communications. There’s useful stuff on formatting e-mails with bolded sections and action items, and tips on how to do a good PowerPoint.
It’s not that a lot of Axios journalism isn’t smart—it certainly can be. It’s that it is often restricted by its terse format, which is funny, since both Allen and VandeHei give glimpses into their own contemplative sides. VandeHei writes in the book about his pastor’s advice to “do the next right thing” , and the Axios newsletter is sometimes about practicing small acts of kindness and “working morally.
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