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.
structure
Why you need a process for problem-solving
I blame my boys for the last two weeks. I mean, it’s a good thing, but still. It’s totally their fault I’ve been spending the last two weeks teaching myself how to solve a Rubik’s Cube.
The Irresistible Idea Formula – EP069
Creating the Curiosity Gap Anytime you’re pitching your idea, there’s one clear hurdle you need to get over in order to succeed: someone else needs to find your idea irresistible.
Want Engagement? Create Mystery – EP064
The Questions You Want Your Audience to Ask Our idea of what people need to make a change is really different from what information they actually need, and the key difference is the distinction between curiosity and knowledge.
Story vs. Narrative – EP063
A System of Stories We use the word “story” a lot, but there are several times when we actually mean something else: narrative.
Why Telling a Complete Story Doesn’t Always Work – EP062
In Medias Res We talk a lot about telling stories with our messages, but a common mistake is to tell a story that’s already over.
Focus on the ACTION: How to Make the Change Actually Happen – EP057
The Action Categories The holy grail of messaging is finding a way to make your message actionable.
Focus on the TRUTH: The Difference Between “Understandable” and “Inevitable” – EP055
The Idea Behind the Idea Great ideas aren’t just found, they’re built piece by piece. To make that idea irresistible to someone else, we have to do the same thing: build that idea piece by piece in their mind.
Focus on the PROBLEM: Why Your Audience Needs Both Context and Contrast – EP054
Unlocking Perspective We want to put an intractable problem in front of an irresistible goal for our audience because it creates context. It makes the goal more valuable because the audience feels like they need to work harder for it, and it creates urgency because they really want to solve that problem.
TraPIT – An Easy Way to Keep Your Audience With You – EP051
Transition, Point, Illustration, and Takeaway We all need certain landmarks in our messages to help point our audience in the right direction, but are you telling your audience how those landmarks string together?