One of the oldest and most straightforward storytelling formulas:

• Setup: Set the scene and introduce the character(s)
• Confrontation or “Rising action” : Present a problem and build up the tension
• Resolution: Resolve the problem

Also known as Freytag’s Pyramid:

• Exposition: Introduce important background information
• Rising action: Tell a series of events to build up to the climax
• Climax: Turn the story around (usually the most exciting part of the story)
• Falling ...

• Before: Describe the world with Problem A.
• After: Imagine what it’d be like having Problem A solved.
• Bridge: Here’s how to get there.

Set the stage of a problem that your target audience is likely to experience ( a problem that your company so...

First, you present a problem. Second, instead of presenting the “After”, you intensify the problem with emotional language. Finally, you solve the prob...

• Why: Why the company exists (Why are you in this business? What motivates you)
• How: How the company fulfills its Why
• What: What the company does to fulfill its Why (i.e. your products and services).

• Incident: Share a relevant, personal experience, to grab your audience’s attention.
• Action: Describe the specific action taken to solve or prevent a problem, showing that a change was needed.
• Benefit: State the benefits of the action/change.

• Introduce the character;
• Bring the story to its lowest point;
• Turn it around and finish with a happy ending.

The star grabs your audience’s attention. The chain turns your audience’s attention into a desi...

Once upon a time there was ___. Every day, ___. One day ___. Because of that, ___. Because of that, ___. Until finally ___.

The idea is to introduce a character or a group of character, describe t...

• Departure: A hero receives a call to go on an adventure, receives advice from a mentor, and heads out on her journey.
• Initiation: The hero meets a series of challenges but eventually completes the mission.
• Return: The hero returns and helps others with he...

• What is: The status quo
• What could be: The future that could be possible

Go back and forth between the two and end off with a …

• New bliss: The wonderful future with your idea/product/service adopted.