ABT STATEMENTS AND, BUT, THEREFORE REBECCA L. COONEY, MS Clinical Associate Professor
The ABT, or ‘and, but, therefore,’ template is the key behind every good story. … the ABT format provides context, creates conflict, and offers resolution in your narrative. The framework also extends beyond literal storytelling – anyone trying to communicate their ideas effectively to a wider audience can benefit from it! -Rebecca Wenker, Integration & Application Network
AND, BUT, THEREFORE Make a declarative statement of agreement AND increase its importance. BUT inflict contradiction or conflict. THEREFORE resolve the problem.
The Big 5 of ABT According to David Chapin at Forma Life Science Marketing, “There are five key questions you must answer as you create a compelling message using the A-B-T template. 1. Who is the main character (the protagonist) in the story? 2. What is their goal? 3. What is the normal world; in what context is the story set? 4. What is source of tension? 5. What is the change in belief, behavior or attitude that is being sought?”
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ABT applications Personal intros (the “elevator pitch”) • Story pitches to media • Idea pitches to your boss • Problem statements • General story ideas for an essay, marketing campaign, podcast concept • Lead of an article • Etc. • Etc. • Etc……. •
ABT examples Sample proposal for professional development funding… Lifelong learning is important. As a professor in Murrow College, director of Murrow Online Programs, AND a research associate on an NIH grant, I have a lot on my plate. BUT, it is important that I continue learning and build my credentials so I can bring the most contemporary concepts to the classroom. THEREFORE , I am beginning to prioritize how I can pursue earning at least six professional certifications over the next two years. Sample recruitment for attendance at an event… The WSU Center for Civic Engagement seeks to increase in-curriculum projects across the university. For example, nine sections of Murrow College classes (COM, COMSOC, COMSTRAT) are collaborating with 17 community partners this semester. AND , with these partnerships, more than 200 students are exposed to experiential learning opportunities. BUT, fears exist among faculty who don’t know how to incorporate CCE projects into their curriculum. THEREFORE , CCE and WSU faculty are going to share stories and practical advice at a workshop this May.
The Logline Maker From Dorie Barton, actress and story structure specialist Coming from a world where… a… is… and after… the hero commits to… but when… the hero must learn… in time to… so the hero can…
My logline example Coming from a lifetime of not knowing the about his true background and heritage… a 52-year-old man was compelled to use Ancestry.com to find out the truth about his birth father… and after three months of searching the man not only finds out who his birth father is, he reveals a series of family secrets no one ever knew… and as he begins to dig deeper, he finds out that getting to the truth is a much greater sacrifice than he bargained for… now the man must decide how far he is willing to go to reveal the depths of his hidden story… in time before his adoptive parents pass away… so the man can find peace, build new family relationships, and re-kindle his own legacy.
Message Box Workbook From Compass “This deceptively simple tool is incredibly versatile. It can help you prepare for interviews with journalists or employers, plan a presentation, outline papers or lectures, prepare grant proposals, or explain what you do and why it matters to family and friends.” - Compass
“Tessa Hill is an Associate Professor in the Department of Earth and Planetary Sciences at Bodega Marine Laboratory, and Associate Director of Academic Programs at the Coastal and Marine Sciences Institute at the University of California at Davis. She worked on her Message Box at a COMPASS training in preparation for an interview on NPR’s Science Friday later that week. The box above is her fourth iteration, illustrating how many people find it valuable to work and rework their messages to make them clear and memorable. Listen for the points that she outlined in her Message Box, and note how she doesn’t read from her Box, but uses her messages in her conversation with radio host Ira Flatow. She also uses metaphors to help the audience understand her points, and does a demonstration!” -Compass Message Box page 21
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