Elevate your business storytelling: how to use "Therefore" and "But" like the writers of South Park.

Trey Parker and Matt Stone explained a simple tip during their guest lecture at NYU's Tisch School of the Arts in 2011:

❎ When telling a story, if the words “and then" can fit in between the events or "beats," you have a problem.

A series of unconnected beats is not storytelling. It's an itinerary.

✅ The key to engaging storytelling lies in causation between the events or “beats” of a story. Each beat should connect to the next, with either "therefore" or "but."

Progression, or complication.

This creates a dynamic and compelling storyline. It ensures your story will progress with a sense of drama and intrigue.

This tip is not just for writing fiction. Apply "therefore" and "but" in your business storytelling, especially in your case studies or situation analyses.

When you see how well it works, apply it to your persuasive arguments. By structuring your points as "this, but that, therefore this, but then this," you guide your audience through a logical and captivating thought process.

⚡ Your business writing will become more engaging, leading your audience through a journey of ideas with clear connections.

Want to see a concrete example of a business story powered by “therefore” and “but" ? Please let me know.

📺 In the meantime, please watch the entertaining 2-minute clip of Trey and Matt - link below.

https://www.youtube.com/watch?v=vGUNqq3jVLg