The **BAB** or [[BAB Framework|Before-After-Bridge Framework]] is a simple copywriting formula with three frames: describing the user's deficient 'before' (current) situation, painting a picture of an ideal alternate 'after' (future) situation, then providing a means by which they may reach that future from their current. ^about **Before** - describing the user's or customer's current situation, typically highlighting pain points, omissions, wastes, losses, and deficiencies. **After** - describing the user's or customer's potential alternate future situation, specifically highlighting the alleviation of pain points, omissions, wastes, losses, and deficiencies, and typically gain of benefits, inclusions, features, wins, profits, and improvements. **Bridge** - provides a practical path by which a user or customer can 'see themselves' moving from their 'before' state to their 'after' state. It is a simple and intuitive model that has analogues in many other disciplines, including [[Enterprise Architecture]], which almost always features a current state discovery, a future state design, then a practical plan to transform from current to future.