DESCRIPTION
The Story Pyramid method describes a five-act dramatic structure resembling a pyramid. It is used to shape stories with emotional tension that rises, peaks, and resolves: from exposition to rising action to climax to falling action and last to resolution. In business storytelling, it helps teams build a narrative journey around change, transformation or success, using the same tension and release pattern found in great plays and films.
Its strength is the clear emotional geometry and a simple, visual shape that ensures every story creates momentum, keeps the audience engaged and ends with a satisfying resolution. This makes it ideal for presentations, pitches, and brand storytelling where persuasion and clarity are key.
ORIGIN
This method was created by Gustav Freytag, a German novelist and playwright in the year 1863 (in his book “Die Technik des Dramas” / “The Technique of the Drama”).
Freytag analyzed Greek and Shakespearean dramas, discovering that most followed a five-part “dramatic arc” that could be visualized as a pyramid.
USED BY
Screenwriters, novelists, playwrights, business storytellers, marketers, consultants (e.g., McKinsey, Bain, brand agencies) to structure narratives.
Educators teaching story design, persuasion and corporate communication to give emotional shape to presentations, pitches, or internal narratives.
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: Everything you need to be creative
STEPS
EXPOSITION
It build the foundation for the story and introduces characters, setting, and context in the “normal world” before change. It explains the initial situation, goals, or status quo. Defines who your “hero” is (person, team, company, product) and what they value.
Supporting methods: Golden Circle, Story Canvas, Empathy Map.
Example: “A family-owned company is leading a niche market but struggles to modernize.”
RISING ACTION
As conflict fuels attention, this stage presents challenges or obstacles that create tension and emotional investment. Highlight growing issues, risks, or external pressures that force decisions. Each problem raises stakes.
Supporting methods: Jobs to Be Done, Problem Framing, 5 Whys.
Example: “New competitors emerge, technology shifts, customers demand faster delivery, but the company’s systems lag behind.”
CLIMAX
The peak of tension is a decision, confrontation or revelation that defines the outcome. Identify the decisive action or event that changes the course of the story. It should feel risky and meaningful.
Supporting methods: Hero Method, Change Curve, Transformation Map.
Example: “Leadership decides to fully digitize operations despite resistance and cost uncertainty.”
FALLING ACTION
This phase shows how decisions play out and what effects they cause. It helps audiences emotionally process change. Explain how characters adapt, obstacles lessen and lessons emerge. Tension decreases and clarity rises.
Supporting methods: Documentation Narrative, Feedback Loop Analysis.
Example: “After the rollout, productivity improves, morale stabilizes, and new client opportunities open.”
RESOLUTION
Closure ensures the story feels complete. It ties emotional and factual threads, showing the transformation achieved. Restate the new normal. Reinforce values, vision, and takeaways. End on hope, pride, or aspiration.
Supporting methods: Letter from the Future, Purpose Storytelling.
Example: “Today, the company leads its market again. Stronger, faster and future-proof.”
Freytag’s Pyramid originally had five acts, but is often simplified into three phases (Setup – Conflict – Resolution). It directly influenced Hollywood screenwriting and business storytelling frameworks.
But it works across formats: keynote speeches, marketing videos, annual reports, and internal change communication. The key is emotional pacing: tension builds, peaks, then resolves.
Freytag’s arc complements data storytelling and the “conflict” can be a market challenge, the “climax” a strategic decision and the “resolution” measurable success.
PROMINENT BRANDS USING IT:
While only a few cite Freytag by name, the structure is used by Apple, Nike, McKinsey, Bain, Deloitte for presentations and reports and many TED speakers.
ANECDOTES:
Gustav Freytag originally studied classic Greek tragedies, discovering a rhythm that audiences instinctively respond to. His pyramid visual helped dramatists balance emotional intensity over time.
In modern business storytelling workshops, facilitators often sketch the pyramid on a whiteboard and ask: “Where is your climax? Where does your audience feel the turning point?” The visual almost always clarifies what’s missing in a weak presentation.
Pixar story developers and many Hollywood screenwriters openly use variations of Freytag’s arc.
