What is the rule of three? Why does the Rule of Three work so well? How can you apply the power of three effectively in your communication?

Meet the Author: Benjamin Ball

Ben is the founder of Benjamin Ball Associates and leads the presentation coaching and pitch deck creation teams. Formerly a corporate financier in the City of London, for 20+ years he’s helped businesses win with better pitches and presentations, particularly investor pitches. He is a regular speaker and a guest lecturer at Columbia Business School and UCL London.  Follow Ben on LinkedIn or visit the contact page. 

The Law of 3 Messages

In communication, whether you’re giving a speech, writing a blog post, or crafting an investor pitch, one principle consistently stands out for its power to engage, inform, and persuade: the Rule of Three. This simple yet profound technique involves structuring your content in groups of three, making ideas more digestible and memorable.

What Is the Rule of Three?

The Rule of Three isn’t just a quirky writing principle—it’s a powerful tool that’s deeply embedded in how we process information. In ancient times, leaders like Julius Caesar understood the value of simplicity in communication, famously stating, “Omne trium perfectum,” meaning “Everything that comes in threes is perfect.” Whether in speeches, storytelling, or marketing, the human brain tends to respond well to groups of three.

This structure is so effective because humans tend to process information better in groups of three, and this pattern is deeply embedded in culture, language, and cognition.

This rule shows up everywhere in communication, from rhetoric to storytelling to marketing. You’ll find it in famous phrases like:

• “Life, liberty, and the pursuit of happiness.”
• “Reduce, reuse, recycle.”
• “The good, the bad, and the ugly.”
• “Stop, look, listen.”

These examples show how three distinct elements work together to create a rhythm, build momentum, and enhance retention. But why is it so effective?

Why Does the Rule of Three Work?

This “magic number” taps into our natural cognitive preference for the smallest number of elements needed to make a meaningful pattern. It’s why the three-act structure has stood the test of time in storytelling, from nursery rhymes to the Gettysburg Address. The first act introduces the premise, the second builds tension, and the third provides resolution, creating a sense of completeness that leaves the audience satisfied.

1. Cognitive Psychology: Humans are particularly good at remembering and processing information in sets of three. Our brains can handle this size of data chunk without feeling overwhelmed, which helps make messages more memorable.
   
   Research in cognitive psychology suggests that the brain responds to the number three because it represents a balanced and complete set.

2. Pattern Recognition: Our brains are wired to recognize patterns, and the number three offers a balance between simplicity and complexity. Too few examples (one or two) may feel incomplete, while too many (four or more) can be overwhelming or unfocused. Three elements are just right.
   
3. Cultural Influence: The number three has deep cultural and symbolic meaning. From fairy tales like “The Three Little Pigs” and “Goldilocks and the Three Bears” to the Christian concept of the Holy Trinity, three is a number that frequently appears in traditions and stories worldwide. This ubiquity makes three a number that audiences are naturally inclined to recognise and resonate with.

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How to Use the Power of Three in Communication

Whether you are delivering a speech, writing an article, or crafting a pitch, the Rule of Three will help enhance your message. Here are several ways you can use it:

1. In Public Speaking or Presentations

When delivering a speech or a presentation, you can structure your message using three key points. This ensures your audience can follow along easily and leaves them with a strong, memorable takeaway.

Example:
If you’re giving a presentation on effective leadership, your structure could be:

• Clarity of vision
• Empathy for your team
• Adaptability in challenging situations

This allows your audience to grasp the core elements of leadership without getting lost in too many details.

2. In Investor Pitches or B2B Pitches

When writing an investor pitch, you can structure your reasons to invest around three main reasons. The team at BBA has re-written many bankers presentations turning the 8 reasons to invest into the three reasons to invest.

Example:
If you’re pitching why someone should invest in your business, your structure could be:

• Large growing market
• Growing market share
• Clear plan to double in size over 3 years

This then gives you a powerful framework around which to build the entire investor pitch.

3. Power of Three in Writing

What is the rule of three in writing? In good writing, the Rule of Three helps distil complex ideas into main points that are easy to follow and remember. This is especially useful in formats like speeches or social media posts, where brevity is key.

Take, for example, the famous lines from the Gettysburg Address: “Government of the people, by the people, for the people.” These bullet points not only convey a powerful message but also demonstrate how organizing information in threes creates clarity and impact. The rule of thumb is simple: present three ideas or actions, and your audience is more likely to remember them. This is why the three-part structure works so well for many types of communication, offering a good way to break down ideas into digestible chunks.

Example:
For an article on productivity, you could organise it around three main strategies:

• Time management
• Goal setting
• Minimising distractions

This provides a clear framework for readers to follow and reinforces the core message.

4. In Marketing and Advertising

Marketers frequently use the Rule of Three to create slogans and messages that stick with consumers. This approach is particularly useful in ads, where you need to capture attention quickly.

Example:
Nike’s famous slogan, “Just Do It,” is often accompanied by phrases like:

• “Train Hard”
• “Stay Strong”
• “Play Smart”
  The simplicity and rhythm of the three elements make these messages more memorable and impactful.

5. In Storytelling

The Rule of Three is one of the foundational principles of storytelling. It’s used to create a narrative structure that feels complete and satisfying. Many stories follow a “beginning, middle, end” format, which is a classic example of the Rule of Three.

Example:
In fairy tales, characters often face three challenges or obstacles. In The Three Little Pigs, for example, each pig builds a house out of a different material, and the third pig is the only one whose house withstands the wolf’s attack. This creates a narrative rhythm that keeps audiences engaged and makes the resolution feel earned.

6. In Design

Even in visual aids or design, the rule of thirds is a well-known principle used to create balance and harmony. By dividing a composition into three equal parts, it directs the viewer’s eye to the most important visual elements, much like how the Rule of Three directs attention to the most important rules or main ideas in communication. This technique aligns with the agile way of delivering content—quick, concise, and effective.

Examples of the Rule of Three in Action

1. Historical and Political Rhetoric
   One of the most famous uses of the Rule of Three is in speeches. Consider Martin Luther King Jr.’s iconic “I Have a Dream” speech, where he repeats the phrase “I have a dream” three times to emphasise his vision for racial equality and to create a rhythm that sticks with listeners. This technique strengthens his message and makes it more compelling.
2. Comedy and Humour
   Comedy often relies on the Rule of Three to create punchlines and build humour. In this pattern, the first two items set up an expectation, and the third item subverts it. For example:
   • “I’m going to the store to buy eggs, milk, and a new pair of shoes.”
   • The third item is unexpected, creating humour through surprise.
3. Advertising
   Companies know that using three words can make their product or service more appealing. Think of Kellogg’s “Snap, Crackle, Pop” campaign, or the slogan “Just Do It” by Nike. These simple, concise messages pack a punch.

What Next?

The Rule-of-Three is a powerful tool in communication, creating structure, clarity, and memorability. By organising content into groups of three, you can enhance your message’s impact, whether you’re speaking, report writing, or pitching for business. This principle works because it aligns with how humans process information and is rooted in cultural traditions. So next time you’re crafting a message, remember: less is more, but three is just right.

How to improve your communication skills

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Sources:

• McNeill, D. (1992). Hand and Mind: What Gestures Reveal About Thought. University of Chicago Press.
• D. J. Tversky, Cognitive Psychology: Understanding the Impact of Numbers and Information Chunking.
• Perlmutter, D. D. (2000). The Power of Three in Rhetoric and Communication: A Study of Audience Engagement in Speechmaking.

FAQ: Using the Rule of Three in Presentations

1. What is the Rule of Three in communication?

The Rule of Three is a principle that suggests grouping ideas, phrases, or messages in threes for maximum impact. It’s based on the idea that humans process and remember information more effectively when presented in three-part structures.

2. Why does the Rule of Three work so well?

✔ Cognitive Ease – Our brains naturally recognise and retain patterns of three.
✔ Balance – Three elements create completeness without overwhelming the audience.
✔ Cultural Resonance – Found in storytelling (Three Little Pigs), rhetoric (“Veni, Vidi, Vici”), and slogans (“Stop, Look, Listen”).

3. How can I use the Rule of Three in presentations?

• Structure your talk into three main sections (e.g., Problem, Solution, Benefits).
• Highlight three key messages per slide.
• Use trios in language (“Faster, smarter, stronger”).

4. Can you give examples of the Rule of Three in famous speeches?

✅ Julius Caesar – “Veni, Vidi, Vici” (“I came, I saw, I conquered”).
✅ Abraham Lincoln – “Government of the people, by the people, for the people.”
✅ Tony Blair – “Education, education, education.”

5. How does the Rule of Three improve storytelling?

Stories often follow a three-act structure:

1. Setup (introduce characters & conflict).
2. Confrontation (build tension).
3. Resolution (provide closure).
   This keeps audiences engaged and makes narratives more satisfying.

6. Should I use the Rule of Three in slide design?

Yes! The “Rule of Thirds” in visual design divides slides into three columns/rows for better composition. Apply it by:

• Limiting bullet points to three per slide.
• Grouping data in three key stats.
• Using three-part visuals (e.g., icons, diagrams).

7. Does the Rule of Three work in business pitches?

Absolutely. Investors respond well to three-part frameworks, such as:

1. Problem (market gap).
2. Solution (your product).
3. Opportunity (growth potential).
   Or: “Our three competitive advantages are X, Y, and Z.”

8. Can the Rule of Three help with persuasive speaking?

Yes! It strengthens arguments by:

• Repetition (“This is urgent, necessary, and achievable.”).
• Contrast (“Good, better, best.”).
• Climax (“We innovate. We execute. We dominate.”).

9. Are there risks to overusing the Rule of Three?

While powerful, forced trios can sound unnatural. Use it strategically—not every point needs three parts.

10. How can I practise the Rule of Three?

✔ Rewrite key messages in threes.
✔ Structure presentations with three core sections.
✔ Analyse great speeches (e.g., TED Talks) to spot the technique.

11. Where can I get professional coaching on this technique?

Benjamin Ball Associates specialises in presentation skills training, helping executives refine their messaging, storytelling, and delivery.

📞 Contact Louise on +44 20 7018 0922 or email info@benjaminball.com for a free consultation.

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