The Shonda Structure: How To Create Bingeable Content Using Open Loops
If you’ve been around my world for a while, you know we talk a lot about storytelling – not as a cute marketing add-on, but as the engine of a cult brand.
This episode is about a specific storytelling framework I’ve been using and teaching inside the Cult Brand Accelerator – a pattern I started calling The Shonda Structure.
Because once you see how Shonda Rhimes writes TV, you can’t unsee it. And once you apply it to your content, you stop posting “helpful tips” and start telling stories people binge.
Why Your Content Needs a Story Arc (Not Just “Value”)
Most founders think they have a content problem.
In reality, they have a story problem.
They’re posting isolated tips, random thoughts, and “should” content they’ve seen work for other people but there’s no emotional arc, no thread to follow. It’s informative, but not memorable.
People don’t stay for information.
They stay for resolution.
They want to know:
What happens next?
How does this end?
Where does this go?
That’s what Shonda Rhimes (Grey’s Anatomy, Scandal, Bridgerton) does better than almost anyone: she opens a loop in your brain, then refuses to close it until you’ve watched several more episodes than you planned.
You can do a lighter version of that in your content.
The Psychology Behind It: Open Loops & The Zygarnik Effect
At the core of this is something psychologists call the Zygarnik effect:
We remember unfinished or interrupted tasks better than completed ones.
You know this feeling already:
The email you haven’t replied to yet that lives rent-free in your mind.
The to-do you keep moving from day to day that quietly drains your energy.
The project you’ve started but haven’t wrapped that keeps you from fully resting.
Our brains do not like open loops.
Shonda Rhimes capitalizes on this.
So should you.
When you open a loop in your content – a question, a tension, a promise – and then walk people through the resolution, they’re far more likely to stay, remember, and come back for more.
That’s the Shonda Structure.
The Shonda Structure: 4 Parts You Can Steal
Here’s the framework you can apply to your carousels, Reels, podcasts, emails – everything.
1. Open-Loop Hook
This is the line that makes your person think:
“I have to know what she’s talking about.”
It’s not just a bold statement. It’s a bold statement that implies something is missing.
Example:
“Most founders get this part wrong – and I have a feeling you might be doing it too.”
Now the loop is open:
What part?
Am I doing it wrong?
How bad is it?
They’re in.
2. The Cliffhanger
Next, you intensify the curiosity. You narrow the question, but you still don’t answer it.
Example:
“It’s the one thing you do right before you hit publish.”
Now they’re scanning their own process:
What do I do before I post?
Is it second-guessing? Over-editing? Posting the safe version?
The loop tightens. They’re emotionally committed.
3. The Reveal
Now you give them the insight – the “Oh, that’s it” moment.
Example:
“You’re creating the post before you’ve written the story it’s supposed to tell.”
You’re naming something they feel, but haven’t language for:
They’re cobbling together posts.
They’re thinking in formats, not stories.
They’re optimizing for the algorithm instead of arc.
The loop starts to close – but we’re not done yet.
4. The Close & Call to Action
Now you show them what to do with that realization.
Example:
“The fix isn’t more content – it’s better storytelling. I use something called the Shonda Structure. Here’s exactly how it works…”
Then:
Teach the framework in simple steps.
Invite them to go deeper (comment a keyword, save the post, join your newsletter, etc.).
The key is that the emotional loop closes:
Problem named
Pattern explained
Next step presented
They get a sense of resolution, and at the same time, you open a new loop:
“Imagine how your content would feel if you told stories like this all the time…”
How to Use the Shonda Structure in Carousels
Carousels are perfect for this framework because each slide can act like a mini beat in your story.
Here’s how a Shonda-style carousel might break down:
Slide 1 – Open-Loop Hook
“Most founders get this part of their content wrong – and you’re probably doing it too.”
Slide 2 – Cliffhanger
“It’s the thing you do in the 5 seconds before you hit ‘publish’.”
Slide 3 – Reveal the Mistake
“You’re posting content before you’ve actually written the story behind it.”
Slide 4–6 – Explain the Framework
What an open loop is
Why it works (our brains hate unfinished business)
How Shonda uses it in shows like Scandal and Bridgerton
Slide 7–9 – Teach the Steps
Break it down:
Open-loop hook
Cliffhanger
Reveal
Close & CTA
How to Use It in Reels (Think Like a Director)
For Reels, the pacing matters even more. You’re essentially directing a mini scene.
Here’s a timing outline you can work with:
Seconds 0–2: Open-loop hook
“You’re losing people in the first 3 seconds of your videos – here’s why.”
Seconds 3–5: Cliffhanger
“It’s not your confidence, your lighting, or your mic.”
Seconds 6–20: Reveal
“It’s your story structure. You’re giving information without giving people a reason to care. Shonda Rhimes never does that…”
Seconds 21–45: Break down the framework briefly
Open loop → cliffhanger → reveal → close
Seconds 46–60: Close & CTA
“Use this on your next Reel. If you want me to send you a plug-and-play script, comment SHONDA and I’ll share it.”
You’re not just “talking at camera.”
You’re taking people somewhere.
Your Homework: Run a Shonda Experiment
Pick one format to play with this week; a carousel, reel, podcast intro or an email to your list.
Then:
Write your open-loop hook
Add a cliffhanger – narrow the question, don’t answer it yet
Decide on your reveal – what’s the insight or truth?
Close with a clear next step – what should they do with this?
Don’t overcomplicate it. Don’t wait for the perfect story.
You’ll get better by doing, not by thinking about it.
And if you catch yourself posting something that doesn’t actually go anywhere, pause and ask:
“Where’s the loop?
What am I asking them to stick around for?”
If you can answer that, you’re already halfway to Shonda-level storytelling.
Links and Mentions:
Holiday Catalog → Founders Table 2025 (Preview + Early Access)
Co-CEO GPT + Smart Girls AI Playbook Bundle → Holiday Catalog Drop
Course → How to Film Yourself as a Creative Founder Building in Public
Program → The Unschool Intuitive Business Academy (Back for the Season)
New Offer → Year-Ahead Brand Redesign: Audit & Implementation
Community → Out-of-Office Club
Newsletter → The Unschool News
