The Storytelling Framework That Makes Agencies Impossible to Ignore with Park Howell | Ep #913

Intentional storytelling transforms business communication by moving beyond generic claims of being "customer-centric" to creating clear, compelling narratives. The "And-But-Therefore" (ABT) framework, derived from evolutionary biology and screenwriting, structures messages by establishing agreement, introducing a contradiction or problem, and providing a resolution. By placing the audience at the center of the story, agencies can shift from pitching capabilities to demonstrating value through empathy and focus. Successful messaging requires identifying a singular, emotionally resonant theme—such as freedom—to guide the audience toward a specific outcome. Applying these narrative beats helps founders move from being the bottleneck of their agency to becoming effective owners, ensuring their message lands accurately and drives action.