The Art of Storytelling: Will McTighe Breaks Down Essential Frameworks for Business Communication

In a recent LinkedIn post, Will McTighe discusses the often-underestimated power of storytelling in professional contexts, asserting that it should be viewed as a core business skill rather than a ‘soft’ attribute.

McTighe highlights the pervasive nature of narrative, stating in his post:

People treat storytelling like a soft, squidgy skill. It’s easy to overlook, but it’s just as important as a “proper” skill.

He argues that storytelling is fundamental to various business interactions, from sales calls to interviews, and that mastering its structure is key to effective communication.

The Foundational Role of Narrative in Business

Will McTighe posits that many essential professional skills inherently involve storytelling. He emphasizes that the effectiveness of any narrative, particularly when aiming to engage a large audience, hinges on its underlying framework. Without a structured approach, even compelling stories can fail to resonate.

Six Essential Storytelling Frameworks Explained

McTighe outlines six distinct storytelling frameworks, detailing their applications and benefits:

1. Before-After-Bridge

This framework, according to McTighe, is ideal for illustrating transformation or explaining how a solution delivers value. It works by first presenting the problem or pain point (Before), then showcasing the improved state (After), and finally detailing the steps or solution that led to it (Bridge).

I use this whenever I want the focus on the transformation. The outcome ends up feeling far more valuable.

2. Challenge-Choice-Outcome

As Will McTighe explains, this structure is built for recounting stories about difficult decisions or demonstrating one’s problem-solving process. It involves identifying a significant challenge, outlining the choices considered, and then revealing the resulting outcome.

3. The Hero’s Journey

McTighe suggests this framework is particularly effective for pitching oneself in an interview or sharing a founder’s narrative. It follows the arc of a protagonist facing a major dilemma and returning with a valuable outcome.

This is the shape of almost every founder story I’ve ever heard, including mine.

4. The 3-Act Structure

Drawing a parallel to cinematic storytelling, McTighe identifies this structure (Setup, Conflict, Resolution) as highly applicable for client case studies or step-by-step problem-solving explanations. He notes that many of his own client stories naturally fall into this pattern.

5. And-But-Therefore

This framework is presented by McTighe as a quick method to transform mundane updates or ideas into engaging narratives. It involves setting the context (And), introducing a complication or tension (But), and then describing the subsequent event or resolution (Therefore).

This is the fastest way I know to make a dry update sound like a story.

6. Pixar’s Story Framework

McTighe points to this framework (Once upon a time, every day, until one day) as a powerful tool for building emotional connection and trust before making a request. He shares that he has used this exact format for personal posts designed to foster rapport.

In conclusion, Will McTighe advises readers to consciously select a storytelling framework before sharing narratives, especially on social media. He suggests that this deliberate choice can significantly enhance audience reception and engagement.