The Business of Story - The ABT's of Storytelling is a practical communication training program focused on the And, But, Therefore (ABT) storytelling framework. It introduces a three-part narrative structure designed to make messages clearer, more engaging, and easier for audiences to understand. Through three short training sessions, learners explore how to apply this framework to business communication, presentations, marketing, sales, leadership, and everyday professional interactions.

Course Overview
Clear communication is essential when presenting ideas, explaining complex subjects, motivating teams, or building relationships with customers. Even when the underlying information is valuable, an unclear message can make it difficult for an audience to understand the main point or recognize why it matters.
The ABT's of Storytelling from The Business of Story introduces a narrative approach intended to address this challenge. The central method is the ABT framework, which organizes a message around three connected elements: And, But, and Therefore.
Rather than presenting information as a collection of unrelated statements, the framework creates a logical progression. It establishes an initial situation, introduces a contrast or complication, and then explains the resulting consequence or direction. This structure helps communicators guide an audience from shared understanding toward a meaningful conclusion.
The training is designed to make storytelling principles accessible to professionals with different responsibilities. Business leaders, managers, marketers, sales executives, learning and development specialists, consultants, speakers, and students can explore how the same narrative structure applies across different communication situations.
According to the supplied course description, the training takes less than one hour and consists of three sessions containing examples and practical explanations of the ABT method.
Understanding the And, But, Therefore Framework
The And, But, Therefore (ABT) framework is built around three fundamental narrative forces: agreement, contradiction, and consequence. Each component serves a distinct purpose in organizing information and creating a coherent message.
And - Establishing Agreement
The first element establishes common ground between the communicator and the audience. It introduces the situation, connects related ideas, and gives listeners or readers a reason to follow the message.
In business communication, agreement can involve shared objectives, existing circumstances, customer needs, or facts that both sides recognize. Establishing this foundation helps the audience understand the context before introducing a problem or disagreement.
But - Introducing Contradiction
The second element introduces a contrast, obstacle, complication, or unexpected development. This is where the narrative moves beyond simply describing a situation.
The contrast creates a reason for the audience to pay closer attention. It identifies what is not working, what has changed, or what prevents the desired outcome.
In presentations, marketing messages, and business discussions, this component can help reveal the central challenge that makes a particular idea or proposal relevant.
Therefore - Showing Consequence
The final element connects the preceding information to a consequence, decision, response, or proposed action.
After establishing the situation and explaining the complication, the communicator presents what should happen next and why it matters. This gives the message direction and helps the audience understand the relationship between the problem and the proposed response.
Together, these three elements create a compact narrative structure that can be adapted to different communication formats.
The Three-Part Course Curriculum
The program is organized into three progressive training sessions. Each session addresses a different stage of developing and applying the ABT storytelling method.
ABT 101: Clarify Your Message for Speed to Meaning
The introductory session focuses on making messages easier to understand. Its central subject is the three-word story crafting process, which introduces the basic structure behind the ABT framework.
The emphasis is on organizing information so that the intended meaning becomes clear without requiring unnecessary explanations. This provides the foundation for using storytelling as a communication tool rather than treating it simply as entertainment or creative writing.
The ability to clarify a message is relevant when explaining business ideas, communicating organizational goals, introducing products, or presenting information to people who may not share the same background knowledge.
ABT 201: Arouse and Fulfill for Speed to Influence
The second session explores how the ABT framework can be used to create greater influence through structured communication.
Its featured lesson, The ABT is Short and Sweet But Tricky, Therefore., highlights the importance of understanding how the three components work together.
Although the framework uses only three connecting words, applying it effectively requires thoughtful decisions about what information to include, where to introduce contrast, and how to connect the message to a meaningful outcome.
This session builds on the introductory material by moving from message clarity toward audience engagement and influence.
ABT 301: Agile Communications for Speed to Impact
The third session focuses on applying the framework to practical communication situations and making messages land effectively.
Its curriculum includes:

• How to Make Your Message Land Right the First Time: Explores how to structure communication so that the intended message is clear to its audience.
• Seven Questions to Test Your ABT Skills: Introduces seven questions designed to assess understanding and application of the framework.

This final stage brings together the concepts introduced throughout the training, emphasizing the practical use of ABT in different professional and personal contexts.
20+ Practical Applications of ABT Storytelling
A major part of the program's subject matter is the versatility of the ABT framework. The course description identifies more than 20 ways to use this narrative structure in everyday communication, professional activities, and digital content.
Business Communication and Leadership
The framework can be applied to situations where clarity, alignment, and persuasion are important. Examples include:

• Using ABT as a story-listening tool to build trust and better understand an audience.
• Structuring presentations around the audience's perspective.
• Opening virtual meetings with a clear and engaging message.
• Creating more effective emails that encourage responses.
• Communicating brand stories with greater clarity.
• Turning data and statistics into more engaging narratives.
• Simplifying complex business messages.
• Presenting ideas concisely when limited meeting time is available.
• Creating a shared storytelling language across teams.

These applications demonstrate how a consistent narrative structure can support internal communication, organizational alignment, and business presentations.
Marketing, Branding, and Social Media
Marketing professionals can use storytelling to communicate product value, establish brand identity, and create content that connects with specific audiences.
The applications listed in the program include:

• Developing clearer brand narratives.
• Improving a LinkedIn biography to attract professional attention.
• Increasing engagement through more compelling social media posts.
• Creating stronger narratives for Instagram content.
• Developing engaging TikTok content.
• Making Facebook communication more memorable.
• Bringing structure to long-form marketing content.
• Connecting promotional messaging with stories that support sales conversations.

The underlying principle is that effective marketing communication should give audiences a clear reason to pay attention and understand the message being presented.
Sales, Negotiation, and Persuasion
The ABT framework also has applications in sales-related communication, where professionals need to explain value, address concerns, and help potential customers understand a proposal.
Examples include:

• Overcoming customer objections through clearer explanations.
• Presenting arguments during contract negotiations.
• Communicating product or service value in a structured way.
• Connecting marketing messages with the practical stories sales teams use when speaking with prospects.
• Building persuasive narratives that move conversations toward decisions.

These uses connect storytelling with the practical requirements of sales presentations and customer communication.
Personal and Everyday Communication
The program also presents ABT as a general communication technique rather than a framework limited to professional environments.
Its examples include developing more effective job applications and interview communication, improving academic writing, and even persuading a child to eat their vegetables.
This broader range of applications illustrates how the same narrative structure can help organize messages whenever someone needs to explain a situation, introduce a complication, and communicate a desired outcome.
Who Should Take This Storytelling Training?
The course description identifies a broad audience of people who regularly need to communicate ideas, influence decisions, or connect with others.
Potentially relevant learners include:

• Business leaders: Professionals responsible for communicating organizational direction, motivating employees, and making important messages understandable.
• Learning and development professionals: Specialists interested in improving communication skills and establishing consistent storytelling practices across an organization.
• Middle managers: Managers who need to communicate effectively with colleagues, employees, and customers.
• Sales executives: Professionals who want to organize presentations and sales conversations around clearer, more persuasive messages.
• Marketing professionals: Content creators and marketers looking to develop stronger brand narratives and audience engagement.
• Sales enablement directors: Professionals working to connect marketing communication with the practical stories used by sales teams.
• Content marketers: Writers and digital publishers interested in improving the structure and engagement of online content.
• Human resource directors: HR professionals interested in using employee stories to support diversity, equity, and inclusion initiatives.
• Business coaches and consultants: Advisors who need to communicate recommendations and ideas clearly to clients.
• Speakers and presenters: People who want to structure keynotes and presentations around a memorable narrative.
• Job seekers and students: Individuals interested in improving cover letters, interviews, academic papers, and other forms of written or spoken communication.

The short curriculum also makes the framework relevant to people who want an introduction to structured storytelling without committing to an extended training program.
Why Narrative Structure Matters in Professional Communication
The ABT method focuses on the relationship between information and meaning. A message can contain accurate facts and useful ideas but still fail to communicate effectively when its information lacks a clear connection.
A structured narrative helps address this issue by giving the audience a recognizable progression. Agreement establishes context, contradiction creates interest, and consequence provides direction.
The course description also refers to the role of the limbic brain in problem-solving, decision-making, and buying behavior. It presents the ABT structure as a way to make complex messages easier to understand by organizing them around familiar narrative relationships.
For professionals working in leadership, sales, marketing, consulting, or education, this approach offers a practical way to think about how information is presented. Instead of simply adding more details to a message, communicators can focus on the logical relationship between the situation, the challenge, and the resulting action.
Download Information
Course Name: The Business of Story - The ABT's of Storytelling Download
Instructor: The Business of Story
Category: Business, Communication, Storytelling, Marketing
Content Type: Online Course, Short-Form Video Training
Language: English
Format: .MP4
FileSize: 477.69 MB | 1 part
Course Page:
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