The SCR framework is all about guiding your audience through a logical, structured argument so they naturally arrive at the conclusion you want them to reach. It stands for Situation, Complication, Resolution—basically, setting the stage, introducing a problem, and then presenting the solution.
It’s especially useful when you need to persuade people—whether that’s convincing leadership to approve a new initiative, aligning a team on a strategy shift, or even making the case for a big decision in a high-stakes meeting.
Why SCR Works
Humans process information best when it follows a story-like structure. If you just state the problem and your solution in a blunt, factual way—like:
"Sales are down, so we’re expanding into a new market."
…it feels abrupt and doesn’t build buy-in. People immediately start questioning:
- Why are sales down?
- Is expanding the right move?
- Are there other options?
- How urgent is this?
Since you haven’t walked them through your reasoning, they have to do the mental work of figuring out the problem themselves. And when people have to do that, they tend to get skeptical instead of convinced.
What SCR Does Instead
SCR guides them step by step so that by the time you present your solution, it feels logical, inevitable, and necessary.
Instead of just stating a solution, you first:
- Remind them of the status quo (Situation)
- “Last year, our sales were growing 12% quarter over quarter. Our strategy was working.”
- → This gets everyone aligned on the past success—there was a time when things were good.
- Introduce the problem (Complication)
- “But in the last six months, competition increased, customer acquisition costs rose, and ad conversions dropped. If we don’t adjust, we risk losing momentum.”
- → Now, they feel the pain. They understand why this issue is serious and needs to be addressed.
- Offer the logical solution (Resolution)
- “To counter this, we’re expanding into a new market where competition is lower and refining our ad strategy. This move will help us regain momentum and position us for long-term growth.”
- → At this point, your audience is already thinking: We need to do something about this… what’s the best way?
- Since you’ve framed the solution within the problem, expansion now feels like the right answer rather than just a random decision.
The Key Shift
Instead of just saying “Here’s what we’re doing,” you walk them through the logic so they see why the action is necessary. You take them from:
Following along → Seeing the problem → Wanting the solution
That’s why SCR works—it doesn’t just present information; it builds a case for action in a way that’s easy for people to follow and buy into.
How to Use the SCR Framework in Your Own Presentations
Now that you understand why SCR works, let’s break down each step in more detail so you can apply it effectively in your next presentation.
1. Situation: Set the Stage
Before you introduce a problem, you need to anchor your audience by reminding them of the current state. The key here is to establish:
- What’s working?
- What’s normal?
- What context does the audience already understand?
Example:
"Over the last year, our marketing strategy has been performing well, with steady customer growth and strong engagement."
Tip: Keep this part concise. The goal is to align everyone on the same page before introducing the complication.
2. Complication: Introduce the Tension
This is where you introduce the problem, challenge, or shift that makes action necessary. The complication is the reason why the audience should care.
Ask yourself:
- What has changed?
- What’s creating friction?
- What are the risks if nothing is done?
Example:
"But over the last six months, competition has increased, our customer acquisition costs have risen, and our conversion rates have declined."
Tip: Make the complication feel urgent but not overwhelming—it should create a sense of we need to fix this, not we’re doomed.
3. Resolution: Present the Solution
Now that the audience understands why something needs to change, it’s time to introduce your solution—framing it as the natural next step.
Your resolution should:
- Clearly solve the complication
- Feel logical and inevitable
- Show the benefits of taking action
Example:
"To counter this, we’re expanding into a new market with lower competition and refining our ad strategy. This move will help us regain momentum and position us for long-term growth."
Tip: Connect your resolution directly back to the complication so it feels like the right response to the problem—not just a random idea.
Making SCR Work for Your Audience
When applying SCR, keep these best practices in mind:
- Make the complication feel real. If your audience doesn’t feel the problem, they won’t care about the solution.
- Keep the situation short. Avoid long backstories—get to the complication quickly.
- Frame your resolution as the next logical step. It should feel obvious and necessary, not like a gamble.
More Resources on SCR & Presentation Structure
If you want a deeper dive into how to structure persuasive presentations using SCR, check out the step-by-step guide in the Presentation Design Toolkit.
