A short business storytelling course that teaches the ABT framework and Story Cycle System to make your message clear.
Business of Story teaches a simple idea: clear messages follow a story shape.
The course centers on the ABT framework, which stands for And, But, Therefore. And sets up agreement.
But introduces contradiction. Therefore delivers consequence.
The claim is that this structure fits how the brain solves problems and makes decisions, so complex messages become easier to grasp.
The core ABT lessons run under one hour across three sessions. ABT 101 covers a three-word story crafting process for speed to meaning.
ABT 201 covers arouse and fulfill for speed to influence.
ABT 301 covers agile communications for speed to impact, including seven questions to test your ABT skills.
The wider curriculum adds the five primal elements of story, story collection, and the Story Cycle System.
You use the Story Cycle to define a brand story or outline a communications project or presentation.
Later chapters cover mapping your customer's path and building a 30-story brand library.
What you will learn:
Write an ABT statement for your brand using agreement, contradiction, and consequence.
Use the Story Cycle System to define a brand story or outline a communications project or presentation.
Map your customer's path and assemble a story library for a 30-story brand.
Apply the ABT to presentations, emails, social posts, objections, and negotiations.
Test your ABT skills with seven questions and clarify your message for speed to meaning.
Ideal for: Business leaders, managers, sales and marketing teams, coaches, speakers, and students who want clearer messages.