DESCRIPTION
The classical Arc Spine is the structural backbone of most stories, describing the natural rise and fall of tension and transformation. Unlike the Pixar Story Spine (which uses fill-in-the-blank beats), the Arc Spine is conceptual: it defines the curve of a story from exposition to rising action to climax to falling action to resolution. Its USP: it visually and structurally demonstrates why stories feel satisfying, providing a timeless and universal framework. In business storytelling, it ensures narratives have clear stakes, a turning point, and a takeaway, avoiding the trap of flat, unmemorable communication.
ORIGIN
Rooted in Aristotle’s “Poetics”, which first described dramatic unity (beginning, middle, end), it is now popularized in modern storytelling mapping the (original) arc spine more precisely. Used across literature, theater, film, and now business storytelling, includign marketing and social media.
USED BY
Writers, playwrights, filmmakers (classical dramatic theory), as well as modern marketing and branding strategists to structure campaigns. Public speakers and leaders shaping persuasive speeches use it because of the logical structure.
Approximately needed time
- Step 1: 1 hours
- Step 2: 2 hours
- Step 3: 1 hours
- Step 4: 1 hours
- Step 5: 1 hours
- TOTAL: 6 hours
METHOD
MATERIAL YOU COULD NEED: Whiteboard or digital board for drawing arcs. Arc Spine diagram template (curve showing rise and fall) and the classical sticky notes for placing story beats along the curve. On top if needed or wanted: some example stories for illustration and inspiration.
STAKEHOLDER GOOD TO KNOW: Communicator, marketing and communication teams and test audience.
STEPS
EXPOSITION
Sets the world, introduces characters, gives context. Without this, audiences cannot connect. Define who the hero (audience, company, or customer) is.
Establish the normal environment.
Show what’s at stake.
Example: A SaaS startup begins as a small team helping local shops digitize inventory.
COMPLICATION
Builds tension, obstacles, stakes and keeps interest alive but also the story true.
Show challenges, conflicts, or external forces an map out how attempts fail or increase tension.
Highlight “because of that” cause-effect links.
Example: The startup struggles with scaling: investors demand traction, shops resist new tech, competitors arise.
CLIMAX
The highest point of tension, where decisions and actions are made. Define the “big moment” of breakthrough or crisis.
Often irreversible, because what happens here changes everything. In business, this could be a product launch, bold pivot, or decisive customer win.
Example: The startup secures a contract with a major retail chain, proving the model works.
CONSEQUENCES
Shows results of the climax and begins to resolve tension by demonstrating ripple effects of climax. Addresses lingering doubts, reactions and prepares audience for closure.
Example: Other retailers join in, adoption accelerates, competitors falter.
RESOLUTION
Provides closure, takeaway, or moral. Without it, audiences feel unfinished and Shows what “new normal” looks like. Articulate the transformation by highlighting the theme or lesson.
Example: The startup now empowers 10,000 shops, shifting retail into the digital age.
Freytag’s Pyramid adds “inciting incident” before rising action and “denouement” after resolution.
For business, the full pyramid may be simplified to 5 beats for clarity.
The arc spine is a meta-structure: you can overlay other methods (e.g. STARR, Pixar spine) onto it -> Amazing but also hell of a work.
PROMINENT BRANDS USING IT:
Apple: Keynotes follow classic arcs. Setup (world), rising action (problem), climax (product reveal), resolution (vision).
Nike: Ads often show protagonist struggle to big turning point to transformation.
Airbnb: Brand film “Belong Anywhere” uses arc spine to show a journey from disconnected to challenged to transformed.
ANECDOTES:
Gustav Freytag studied Shakespeare and Greek tragedy to craft his “Pyramid” and essentially codifying the arc spine. Pixar storyboard artists admit they rely on arc spine alongside Story Spine, because audiences unconsciously expect a tension-climax-resolution curve. Business trainers often sketch a simple arc on flipcharts to show leaders: “If your presentation is flat, it’s because there’s no rising tension and your arc is missing.”
