The ABT Framework: And, But, Therefore

May 2, 2025
|By Rahul Goyal

You’ve got 30 seconds to get someone’s attention.
Whether it’s in a meeting, a pitch, or a cold email—what do you say? Or, How many times have you sat through a presentation that seemed to go nowhere? Or read an email that rambled on without making a point?

Try this:

“You want to grow your business and save time. But most tools are too complex. Therefore, I built one that just works.”

That’s the ABT Framework in action. And it works like magic.

Good communication isn’t just about having something to say—it’s about saying it in a way that makes people listen and act.

One Topic: The ABT Framework – And, But, Therefore

What is ABT?

ABT stands for And, But, Therefore.

It’s the simplest form of storytelling that still carries punch.

  • And = What’s true? The shared context.
  • But = What’s the challenge or tension?
  • Therefore = What’s the action or solution?

You create curiosity, tension, and resolution—fast.

It’s how our brains are wired to hear and remember stories.

Why ABT Works (Almost Every Day)

The human brain is wired for stories with tension and resolution. When you use ABT:

  • It’s fast – You can shape a pitch in seconds.
  • It’s sharp – No fluff, just clarity.
  • It’s sticky – People remember stories with a twist.
  • It fits almost anywhere – Pitches, intros, keynotes, even tweets.

Look at this example for a new product launch:

“And: Our customers want faster service without sacrificing quality. But: Our current system can’t keep up with growing demand. Therefore: We’ve built a new platform that handles twice the volume in half the time.”

Notice how much clearer that is than: “We’ve built a new platform with enhanced capabilities to optimize customer experience and operational efficiency while maintaining our quality standards.”

Where ABT Shines Best

  • Elevator pitches
  • Cold emails
  • Case studies
  • Social media posts
  • Product demos
  • Event intros

In short: anywhere attention is limited and clarity is critical.

The Limits of ABT

While powerful, ABT isn’t perfect for every situation:

  • Complex topics sometimes need more nuance
  • It can feel formulaic if overused with the same audience
  • Deeply technical or emotional content might need different approaches

ABT vs. Other Frameworks

What makes ABT stand out from frameworks like the Hero’s Journey or Pixar’s 8-step method is its simplicity. While those frameworks are excellent for movies or books, ABT is built for quick, compelling business communication.

When other frameworks might take pages to explain, ABT takes seconds to apply.

ABT is short, clear, and logical. Other frameworks are rich and deep. Use accordingly.

Try It Yourself

Next time you need to write an important email or prepare for a meeting, try drafting your message with ABT:

  1. And: What does everyone know or agree on?
  2. But: What’s the problem or challenge?
  3. Therefore: What’s your solution or recommendation?

I’d love to hear how it works for you. Reply to this email with your ABT success story.

Read last week’s JustDraft newsletter about What, So What and Now What Framework.

Two Quote

Clarity isn’t a gift—it’s a habit sharpened by intent.

Strategy is just storytelling with consequences.

One Passage From My Bookshelf

People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe. The goal is not to sell to people who need what you have. The goal is to sell to people who believe what you believe.

📚 From: Start With Why by Simon Sinek