The Sparkline Framework (What Is vs. What Could Be)
by Nancy Duarte • CEO & Author at Duarte, Inc.
Nancy Duarte is a communication expert and CEO of Duarte, Inc., the largest design firm in Silicon Valley. She is the author of best-selling books like 'Resonate' and 'Illuminate', and her team has designed over 250,000 presentations for world-leading brands, including Apple and Al Gore's 'An Inconvenient Truth'.
🎙️ Episode Context
Nancy Duarte breaks down the science of persuasive communication, explaining how product leaders can use storytelling structures to influence stakeholders and drive adoption. She details frameworks for structuring arguments, visualizing complex ideas, and leading teams through change using the 'Torchbearer' model.
Problem It Solves
Overcomes audience complacency by creating a gap between the status quo and a better future, generating desire for the product or idea.
Framework Overview
A storytelling structure that oscillates between the current reality ('What is') and the future possibility ('What could be'). This contrast creates tension that is resolved by the presenter's solution, ending in a 'New Bliss'.
🧠 Framework Structure
Establish the Status Quo: Honestly de...
Reveal the Vision: Show the contrasti...
Oscillate: Move back and forth betwee...
The New Bliss: Conclude by describing...
When to Use
During product launches, vision strategy meetings, or even negotiating household chores.
Common Mistakes
Staying too long in the 'What is' (boring) or only talking about the 'What could be' (unbelievable/detached).
Real World Example
Steve Jobs launching the iPhone: He contrasted the 'smartphones' of the time (the messy status quo) with the iPhone's ease of use (the ideal future).
I can get my husband to do chores for me on the weekends with a real quick 'what is, what could be, new bliss'.
— Nancy Duarte