The ABT method is just about the simplest storytelling structure, but we can make it more effective. ABT, developed by Randy Olson, stands for “And, But, Therefore.” Each of those words corresponds to an act of a story.
We’re told to use storytelling in business, but why do stories work at all? What’s crazy: the concept of storytelling in business is, at this point, at least 20 years old, but we don’t seem to be getting any better at it. Why not?
Let’s say you sit down to read a new mystery novel. You crack open the cover, flip to the first page, and just as you’re about to read the first line, your (soon-to-be-former) friend comes over and says, “The butler did it.”
Do you remember your first negative performance review? I do.
The Power of “Only” When you’re trying to clarify and simplify your big idea, the word “only” is extremely important.