The Narrative Gym for Business: Introducing the ABT Framework for Business Communication and Messaging

The ABT Framework (And, But, Therefore) is a new model for business communication that brings focus to our information-overloaded world. The book is a collaboration between the creator of the ABT Framework, Dr. Randy Olson, and the #1 voice for the power of story in the business world, Park Howell.

The applications of the ABT to business communication are limitless. It is THE tool needed to craft compelling sales pitches, marketing campaigns, business presentations, brand strategy…anytime your message must connect and convert your audience.

Why is the ABT so powerful? Simplicity. In a world that is increasingly bogged down in excessive complexity, the ABT Framework is the tool that “gets to the point,” “cuts through the noise,” and provides the confidence to “know what you’re talking about.”

The book presents the 3 Step ABT Development Model, then Park Howell provides 5 applications of the ABT to the business world. This is the book that you will want sitting on your desk, constantly ready to help you shape anything and everything that you have to say to in the world of business.

RANDY OLSON was a scientist (Harvard PhD in evolutionary biology) before becoming a filmmaker who formulated the ABT Framework in 2011.  His 5 books include, "Houston, We Have A Narrative" (Univ Chicago Press, 2015) which gave rise to his Story Circles Narrative Training program.  He is the 2020 recipient of the John P. McGovern Award for Excellence in Biomedical Communication from the American Medical Writers Association.
PARK HOWELL is a 35+ year brand marketing veteran, host of the Business of Story podcast ranked among the top 10% of downloaded podcasts in the world and author of "Brand Bewitchery: How to Wield the Story Cycle System™" to "Craft Spellbidning Stories for Your Brand." His work in sales & marketing storytelling has helped brands grow by as much as 600%.