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
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1. The High (Setup)
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2. The Drop (Conflict)
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3. The Low Point (Rock Bottom)
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4. The Climb (Recovery)
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5. The New High (Resolution)
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TV Ad Script - 60-second spot for a job search 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...
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 - Customer story for an e-commerce 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...
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
Personal brand - LinkedIn post about career pivot
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
Customer Testimonial Rewrite
From flat praise to emotional journey
Detailed strategy breakdown with step-by-step implementation guide...
Founder Story for Fundraising
Vulnerability as a strategic asset
Detailed strategy breakdown with step-by-step implementation guide...
Social Content Formula
The up-down-up LinkedIn post
Detailed strategy breakdown with step-by-step implementation guide...
When to use
Brand stories that need emotional contrast to make the outcome feel earned
Customer testimonials where the low point makes the success credible
Founder stories and origin narratives that show real struggle before success
Social media content that needs an emotional hook - the drop is the hook
When NOT to use
Product announcements or feature launches where there's no genuine low point to show
Luxury or aspirational brands where showing struggle would undermine the positioning
Crisis communications where the audience is already in the 'low' - they need resolution, not more contrast
Short how-to content that needs to stay practical and level
Related storytelling techniques
Frequently Asked Questions
What is the Story Roller Coaster?
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Why is starting with a high important?
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How low should the low point go?
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Does the new high need to be about money or metrics?
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Can the roller coaster have multiple drops?
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