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Marketing & Sales · Tip

The 'And, But, Therefore' (ABT) Scripting Framework

A three-part narrative structure replacing sequential lists with causal tension.

From the Xiry library · Updated 3 October 2026

The ABT framework structures storytelling around setup, conflict, and resolution instead of repetitive sequences. Originally popularized by Randy Olson and South Park's creators, it connects narrative points using 'And', 'But', and 'Therefore' to build momentum. It prevents viewer drop-off in video scripts, presentations, and written copy.

How it works

Replace monotonous 'and this, and that' sequencing with the ABT framework:

1. AND (Setup): Present the baseline reality or context.

2. BUT (Conflict/Tension): Introduce the problem, unexpected obstacle, or twist.

3. THEREFORE (Resolution/Consequence): Deliver the solution, consequence, or action to take.

Example from the video:

- 'AND if you've been paying attention... you've noticed I've been using this exact same framework.'

- 'BUT if you scrolled, I wouldn't be surprised, because all of our attention spans are pretty much f***ed.'

- 'THEREFORE, I've decided to film this entire project on a golf course to make sure that you are listening.'

What it's for

  • Structure short-form video hooks and scripts to maintain viewer retention
  • Replace monotonous 'and then' lists in presentations with narrative tension
  • Outline persuasive arguments for sales copy or pitch decks

Key points

  • Setup with 'AND' to establish the baseline context or mutual understanding
  • Introduce conflict with 'BUT' to highlight a contradiction or obstacle
  • Deliver payoff with 'THEREFORE' to show the logical consequence or call to action
  • Replaces boring chronological sequences with causal relationships

Pricing

Free

Details

Type
Tip
Category
Marketing & Sales
Topic
Storytelling & Scriptwriting
Open source
No
Platforms
other
For
Content creators, screenwriters, marketers, and public speakers.
Alternative to
Hero's Journey, Problem-Agitate-Solve (PAS)
Tags
storytelling, scriptwriting, copywriting, content creation, video production

Why it was saved

  • @dmitrihasideas, 24 September 2024: Keeps viewers engaged and prevents audience drop-off in video scripts by creating narrative tension and causal flow instead of endless 'and then' statements.

Related

Updated