Tell stories that make people lean in
ABT Framework
Features-first messaging is forgettable. The ABT framework—And, But, Therefore—is how storytellers, screenwriters, and scientists structure narratives that actually stick. This tool produces a refined ABT draft—informed by real GTM consulting engagements—so your messaging starts with the shape of a story worth telling, ready for you to sharpen with your team.
Who it's for
Built for the people doing the work
Founders whose pitch sounds like a list
If your deck opens with "we do three things," you've lost the room. ABT gives your story tension, contrast, and forward momentum.
CMOs rewriting keynotes and founder talks
Conference talks live or die on narrative arc. ABT is the fastest path from topic to compelling talk structure.
Content teams building thought leadership
Great LinkedIn posts, op-eds, and keynote scripts follow ABT structure—whether the author knows it or not. Make it intentional.
What's included
Everything you need to run this play
ABT narrative structure
A repeatable template for converting your value story into an And-But-Therefore arc—the same structure behind the world's most memorable stories.
Brand story templates
Variations for homepage hero, pitch deck opener, founder intro, keynote open, and LinkedIn post—adapt ABT to the format you're writing for.
Message testing guide
Specific tests for whether your ABT actually lands: the "so what" test, the stakes test, and the swap test.
Setup guide for any LLM
Install in Claude, ChatGPT, Gemini, or any major model in under 2 minutes.
How it works
From install to output in minutes
Install the skill in your LLM
Drop into Claude Projects, ChatGPT, or Gemini. 2-minute setup.
Work through the ABT structure
The skill walks you through the three beats—the shared reality (And), the disruption (But), and the resolution (Therefore).
Sharpen and ship
Receive a tight ABT draft for your homepage, deck, keynote, or LinkedIn post—plus format variations. Pressure-test it with your audience and iterate before shipping.
FAQ
Common questions
What is the ABT framework? +
ABT stands for And, But, Therefore—a three-part narrative structure used by storytellers, scientists, and strategists to build stories with clear tension and resolution. "And" establishes shared context. "But" introduces the disruption or problem. "Therefore" presents the resolution or path forward.
Where did the ABT framework come from? +
ABT was popularized by Randy Olson (scientist turned filmmaker) as a tool for making scientific and business communication more compelling. It's rooted in narrative structures used by Pixar, Aristotle, and generations of storytellers.
How is ABT different from problem-solution messaging? +
Problem-solution is two beats. ABT is three—and the first beat (And) matters most, because it establishes the shared worldview your audience is already inside. Without the "And," the problem feels abstract; with it, the problem has stakes.
Where should I use an ABT in my marketing? +
Homepage hero sections, deck openers, founder intros, keynote talks, LinkedIn hooks, and any place where you have 30 seconds or less to earn attention. It's also a great structure for briefing agencies or copywriters.
Do I need a brand narrative before using ABT? +
Not strictly, but it helps. If you already have a Strategic Narrative Foundation, ABT is a powerful way to distill it into short-form assets. If you don't, ABT can still sharpen individual pieces of copy on its own.
More in Messaging & Positioning
Pair it with
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Strategic Narrative Foundation
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Clarity on who you're selling to changes everything
ICP Generator
Produces a refined ICP draft—shaped by real GTM consulting engagements—that you can pressure-test and sharpen with your team to focus messaging, targeting, and positioning on the customers who genuinely need what you offer.
Ready to implement this into your workflow?
Get in touch to learn more about implementing GTM Power Tools and AI-enabled workflows into your business.