Why stories are the most direct route to empathy.
How to make your customer the hero of your story.
How to use the ancient ABT (AND, BUT, and THEREFORE) Framework to cast a spell with your story.
Learn more about Park and his work at https://businessofstory.com/
He also hosts the popular weekly Business of Story podcast, is the author of Brand Bewitchery, and co-author of The Narrative Gym for Business.
He joins us today to share one of his most well-knkown frameworks: The ABT framework. AKA AND, BUT and THEREFORE.
Let’s go back to the beginning. What prompted you to look for this framework?