PBNN Series: E13497 – RULE OF THREES
March 31, 2025
In this episode, Steve Harper and Michelle Cutler, a storytelling coach and screenwriter, explore the enduring impact of the “Rule of 3” in storytelling, communication, and human dynamics. They unpack why groups of three—whether in comedy, structure, or social settings—feel complete, memorable, and emotionally resonant. Cutler shares insights from film, literature, and childhood friendships to show how triads create rhythm, tension, and meaning. She reflects on a recent reunion with two childhood friends, revealing how early insecurities around being the “third wheel” gave way to deeper connection and trust. Harper brings in examples from personal experience and cultural references like Nikola Tesla’s 3-6-9 theory to underscore the universal pull of the number three. Together, they offer a lively, thoughtful look at how threes show up in both our creative and everyday lives—balancing structure and surprise, logic and emotion.
Why the Number Three Makes Your Stories Stronger
We all feel the “rule of three,” even if we can’t explain it. Three jokes in a row, three bullet points in a speech, three beats before the punchline—it just works. But why? And how can you use it to make your own communication sharper?
In this conversation with Steve Harper on the Business News Network Podcast, I broke down why the number three is one of the most powerful tools you have in storytelling, communication, and even design.
The Power of Three: Comedy, Drama, and Beyond
Comedy is the easiest place to see it. Think of the classic setup: “A priest, a rabbi, and a horse walk into a bar…” The first two characters create an expectation. The third twists it, delivering the laugh. Without the third, it’s just a coincidence or a setup with no payoff.
Drama works the same way. The first event is random. The second makes you curious. The third signals a pattern. By the third sighting of the ghost, the third ominous phone call, or the third betrayal, the audience knows something real is happening—and the stakes rise.
Even the physical world mirrors this: a tripod or table can’t stand with only two legs. It’s the third point that makes a structure stable.
Why Our Brains Love Threes
From a cognitive standpoint, three is the smallest number that feels complete. Two points create a line, but three create a shape. That’s why political speeches, Shakespearean plays, and even our meals (starter, main, dessert) often come in threes.
It’s also why a three-act structure dominates screenwriting:
- Act One sets the world and characters.
- Act Two builds conflict and the journey.
- Act Three delivers the climax and resolution.
Our brains anticipate this rhythm, which is why it feels satisfying.
The Social Side of Three
Three can be powerful—but also tricky. “Three’s a crowd” and “third wheel” aren’t clichés for nothing. In groups of three, alliances form more easily, and the dynamic can tilt toward competition.
I experienced this firsthand recently when I reunited with my childhood best friend after 40 years—and another mutual friend joined us. As kids, these shifting friendships sometimes hurt. As adults, I approached the weekend nervously. But it turned into a reminder that trust and kindness can turn a trio into a team. The rule of three may be universal, but context still matters.
How to Use the Rule of Three in Your Own Communication
- Lists and speeches: Group ideas in threes for maximum impact (“life, liberty, and the pursuit of happiness”).
- Stories: Let an event happen three times before revealing its meaning or twist.
- Visuals and copy: Use thirds to frame content, headlines, or CTAs (intro, body, close).
- Expectations: Set a pattern with the first two, then break or fulfill it with the third for emphasis.
Whether you’re writing website copy, designing a presentation, or crafting a social media post, the “third beat” creates rhythm, clarity, and memorability.
A Final Thought
The number three has been with us forever—think of the Holy Trinity, pyramids, or even how we count down before we leap (“1-2-3!”). It’s baked into how we process the world. Once you start noticing it, you’ll see it everywhere—in jokes, speeches, movies, and your own communication. And when you use it intentionally, you’ll feel the difference in how your message lands.
Want to learn more about how structure, story, and simple tools like the rule of three can transform your writing and digital presence? Visit me at MichelleCutler.com.
Because every story—including yours—deserves to stand on three strong legs.
