Origin & Source
This technique was first described in a seminal work on storytelling and narrative structure. It draws from decades of research into how audiences process and remember stories.
The underlying principle has been validated across multiple disciplines, from screenwriting to brand strategy and content marketing.
Source: Original research and academic publications
The Framework
Fill in each step for your brand, product, or campaign.
Find the Flat Side
Fill in the details for this step...
Apply the Juxtaposition
Fill in the details for this step...
Measure the Gap
Fill in the details for this step...
TV Ad - 60-second spot for an electric vehicle brand
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
B2B SaaS - Landing page for an onboarding automation tool
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
DTC / Personal brand - Newsletter opener for a writing coach
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
LinkedIn / Social - Post about hiring philosophy
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
Email subject + opener - Re-engagement email for a project management tool
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
Sales deck - Competitive positioning slide for a CRM platform
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
Brand Strategy Usage
Category Repositioning
Old way vs. your way
Detailed strategy breakdown with step-by-step implementation guide...
Premium Positioning Through Contrast
Commodity vs. craft
Detailed strategy breakdown with step-by-step implementation guide...
Internal Change Management
Where we were vs. where we're going
Detailed strategy breakdown with step-by-step implementation guide...
When to use
Repositioning campaigns where you need to show the old way vs. your way
Before/after case studies and customer transformation stories
Competitive positioning slides in sales decks where you need to differentiate without bashing
Landing page heroes where the problem/solution gap creates urgency
When NOT to use
When the contrast is exaggerated or dishonest - audiences detect false before/after instantly
When your competitor is also your prospect's current vendor - direct comparison can feel like an attack
When the two sides aren't genuinely different enough - forced contrast weakens both
When subtlety and nuance matter more than sharp distinction
Related storytelling techniques
Frequently Asked Questions
What is juxtaposition in storytelling?
to see the answer
How do you use contrast in marketing copy?
to see the answer
What's the difference between contrast and comparison?
to see the answer
Can contrast in advertising feel manipulative?
to see the answer
How do you write a before/after for a product that's incremental, not revolutionary?
to see the answer