Before–After–Bridge (BAB) is a simple storytelling framework that moves an audience from a current problem, to a desirable future, and then to the solution that connects the two.
- Before: describe the audience’s current struggle, pain point, or frustrating reality so they recognize themselves in the story.
- After: show the improved outcome or ideal future they want once the problem is solved.
- Bridge: explain how your product, service, idea, or method gets them from the before to the after.
This structure is widely used in copywriting, marketing, and brand storytelling because it quickly creates contrast and makes the solution feel relevant and credible. Some sources also emphasize using empathy and dignity in the before/after framing rather than shame or fear.
A simple template is:
- Before: “You’re dealing with ___.”
- After: “Imagine a world where ___.”
- Bridge: “Here’s how to get there: ___.”
