84. How to tell stories with And, But and Therefore - with Park Howell

In this episode of the Practical Leadership Podcast, we’re joined by Park Howell, a storytelling expert, coach, and host of the Business of Story podcast. Park reveals the power of the And, But, Therefore (ABT) framework, a simple yet effective tool that helps leaders, marketers, and salespeople craft compelling stories.

Key Chapters

• [00:01:00] Introduction to Park Howell
  Meet Park Howell, the expert behind the ABT storytelling method. He’s spent decades helping businesses simplify their message and make a lasting impact.
• [00:03:06] The ABT Framework Explained
  Park explains how the And, But, Therefore structure is the secret sauce to effective storytelling, dating back to the dawn of time.
• [00:07:00] Live Example: Using ABT for Sales Executives
  Park guides Paul through a real-time demonstration of how to craft a story using ABT, specifically tailored to sales leaders who need to coach their managers more effectively.
• [00:17:47] Why ABT is Effective for Presentations
  Discover how this storytelling framework can turn long, unfocused presentations into sharp, persuasive pitches that resonate with your audience.
• [00:19:51] Building Trust with ABT
  How the ABT structure not only conveys your message clearly but also builds trust with your audience by showing empathy and understanding.
• [00:23:00] Storytelling for Business Success
  Whether you’re selling a product or leading a team, the ability to tell clear, compelling stories is a critical leadership tool.

Key Quotes

• [00:05:15] "The ABT is the simplest way to tell a story: Agreement, contradiction, and consequence."
  — Park Howell
• [00:06:29] "When you are crafting your ABT, you must always do it from your audience’s point of view. What’s in it for them?"
  — Park Howell
• [00:16:06] "You've promoted a great salesperson, but if they don’t have the skills to manage, you won't get the ROI you need."
  — Park Howell

Actionable Insights

• Master the ABT Framework: If you’re in leadership, sales, or marketing, adopting the ABT framework can sharpen your message and help you communicate more effectively.
• Focus on Your Audience: The ABT forces you to think from the perspective of your audience. This shift in focus builds trust and creates stories that resonate deeply.
• Use ABT for Presentations: Whether you’ve got 20 minutes or 5, using the ABT structure will help you deliver a concise, powerful message that sticks with your audience.

Resources Mentioned

• Park Howell’s ABT Micro-Course: Learn the ABT storytelling framework at businessofstory.com/ABT.

Park’s insights can transform the way you think about storytelling and communication. Tune in to the episode and start crafting stories that drive results.