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.
Once upon a time...
Fill in the details for this step...
Every day...
Fill in the details for this step...
Until one day...
Fill in the details for this step...
Because of that...
Fill in the details for this step...
Until finally...
Fill in the details for this step...
Ever since then...
Fill in the details for this step...
B2B SaaS - Project management tool repositioning from 'features' to 'team clarity'
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...
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...
Agency - Pitching a creative strategy to a skeptical client
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...
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 - Founder story for an About page
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...
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
SaaS Case Study Rewrite
From feature list to narrative
Detailed strategy breakdown with step-by-step implementation guide...
Startup Pitch Narrative
Investor deck storyline
Detailed strategy breakdown with step-by-step implementation guide...
Brand Manifesto for Employer Branding
Culture narrative for careers page
Detailed strategy breakdown with step-by-step implementation guide...
When to use
Brand origin stories and 'About Us' pages that need a narrative arc
Case studies that feel like lists of deliverables instead of stories
Pitch decks where you need to take investors on a journey in 5 minutes
Campaign briefs that need a clear narrative backbone before creative starts
When NOT to use
Short-form social where you need to hook in 1 second (use Open Loop or In Medias Res instead)
Technical documentation or how-to content that needs step-by-step clarity
When you genuinely don't have a transformation to show yet
Crisis or apology communications where the 'Once upon a time' framing would feel tone-deaf
Related storytelling techniques
Frequently Asked Questions
What is Pixar's Story Spine?
to see the answer
How do you use the Story Spine for brand storytelling?
to see the answer
What's the difference between Story Spine and Hero's Journey?
to see the answer
Can you use multiple 'Because of that' steps?
to see the answer
Does the Story Spine work for B2B marketing?
to see the answer