What is, what could be, call-to-action

This is the story structure behind every TED talk:

• Act I: What is
• Act II: What could be.
• Act III: The call to action.

You can build this story arc in different lengths for different settings: the elevator pitch, the 15 minute explanation, the 1hr story.

From the HBR Guide to Persuasive Presentations.

Related: story arc, storytelling