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<!DOCTYPE html><html lang="en"><head><meta charset="utf-8"><meta http-equiv="X-UA-Compatible" content="IE=edge"><meta name="viewport" content="width=device-width,initial-scale=1"><title>How to use metaphor in business - Jon Kragh</title><meta name="description" content=" Key Takeaways: Metaphors are one of the most powerful tools that I use in business. They convert prose into poetry and transform even the most mundane business communication into an enticing and informative experience. Based on my experience, I have outlined practical takeaways that…"><meta name="generator" content="Publii Open-Source CMS for Static Site"><link rel="canonical" href="https://www.jonkragh.com/how-to-use-metaphor-in-business.html"><link rel="amphtml" href="https://www.jonkragh.com/amp/how-to-use-metaphor-in-business.html"><link rel="alternate" type="application/atom+xml" href="https://www.jonkragh.com/feed.xml"><link rel="alternate" type="application/json" href="https://www.jonkragh.com/feed.json"><meta property="og:title" content="How to use metaphor in business"><meta property="og:image" content="https://www.jonkragh.com/media/posts/9/How-to-use-metaphor-in-business-jon-kragh.png"><meta property="og:site_name" content="Jon Kragh - Reflections on my constant improvement journey"><meta property="og:description" content=" Key Takeaways: Metaphors are one of the most powerful tools that I use in business. They convert prose into poetry and transform even the most mundane business communication into an enticing and informative experience. Based on my experience, I have outlined practical takeaways that…"><meta property="og:url" content="https://www.jonkragh.com/how-to-use-metaphor-in-business.html"><meta property="og:type" content="article"><link rel="preconnect" href="https://fonts.gstatic.com/" crossorigin><link href="https://fonts.googleapis.com/css?family=PT+Serif:400,700&subset=latin-ext&display=swap" rel="stylesheet"><style>h1,h2,h3,h4,h5,h6,.btn,[type=button],[type=submit],button,.navbar .navbar__menu li,.navbar_mobile_sidebar .navbar__menu li,.feed__author,.post__tag,.post__share>a span,.post__nav-link>span,.footer{font-family:-apple-system,BlinkMacSystemFont,"Segoe UI",Roboto,Oxygen,Ubuntu,Cantarell,"Fira Sans","Droid Sans","Helvetica Neue",Arial,sans-serif,"Apple Color Emoji","Segoe UI Emoji","Segoe UI Symbol"}body,h1,.h1,blockquote,.search__input,.author__name,.author__info>p,.feed__item h2,.post__nav-link{font-family:'PT Serif',Georgia,"Times New Roman",Times,serif}</style><link rel="stylesheet" href="https://www.jonkragh.com/assets/css/style.css?v=a62251faf72d6a9abce19a111e4dd07f"><script type="application/ld+json">{"@context":"http://schema.org","@type":"Article","mainEntityOfPage":{"@type":"WebPage","@id":"https://www.jonkragh.com/how-to-use-metaphor-in-business.html"},"headline":"How to use metaphor in business","datePublished":"2020-06-28T17:56","dateModified":"2020-06-29T09:02","image":{"@type":"ImageObject","url":"https://www.jonkragh.com/media/posts/9/How-to-use-metaphor-in-business-jon-kragh.png","height":630,"width":1200},"description":" Key Takeaways: Metaphors are one of the most powerful tools that I use in business. They convert prose into poetry and transform even the most mundane business communication into an enticing and informative experience. Based on my experience, I have outlined practical takeaways that…","author":{"@type":"Person","name":"Jon Kragh"},"publisher":{"@type":"Organization","name":"Jon Kragh"}}</script><script src="https://www.jonkragh.com/assets/js/ls.parent-fit.min.js?v=1c78585e2a70398fe95085061942fd37"></script><script async src="https://www.jonkragh.com/assets/js/lazysizes.min.js?v=149ff45fc6c2f13e892e438a58abb77f"></script><script async src="https://www.googletagmanager.com/gtag/js?id=UA-804471-3"></script><script>window.dataLayer = window.dataLayer || [];
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They convert prose into poetry and transform even the most mundane business communication into an enticing and informative experience. Based on my experience, I have outlined practical takeaways that you can use to unleash the power of metaphor in your business interactions.</span></p><p><span data-preserver-spaces="true">Metaphors breathe life into language and make ideas come alive, creating a bridge between concept and experience. Using them effectively is the difference between a mediocre or enthusiastic response because metaphors express meaning, context, information, and complexity in a compact space. Metaphors help you say more with less and help you distinguish your business value from competitors.</span></p><p><span data-preserver-spaces="true">The best metaphors inspire interest and command attention, even on subjects people otherwise find uninteresting, helping people retain information longer. Mediocre metaphors may make your point, but don’t generate enthusiasm. Poorly chosen metaphors may even create a negative response from your audience.</span></p><p><span data-preserver-spaces="true">For example, as I write this blog during the COVID-19 pandemic and the current racial outrage with law enforcement, many metaphors that were effective in 2019, are not wise to use now. I would question mentioning “viral” marketing, “spreading” ideas, or “vaccinating” employees against negativity. “Policing” one’s inventory, or “beating down” the competition would also raise eyebrows and unwanted ire.</span></p><p><span data-preserver-spaces="true">Understanding your audience is critical. American football metaphors work exceptionally well in Boston but would fall flat in Mumbai. Mountaineering metaphors are welcome with outdoor enthusiasts in Denver but would be on their last legs with retirees in Miami. </span></p><p><span data-preserver-spaces="true">Many common metaphors were exciting when first coined but have since overstayed their welcome or are inappropriate. Imagine explaining a financial plan to those retirees in Miami. Is there any advantage with advising them to “start with the low-hanging fruit,” which is overused and cliched, or warning them that “investments are a roller coaster”?</span></p><p><span data-preserver-spaces="true">With the above perspective in mind, here are my top 10 takeaways on using metaphors in business: </span></p><ol><li><span data-preserver-spaces="true">Use metaphors that address the positive experiences and passions of your audience. Doing this will secure their interest in your message.</span></li><li><span data-preserver-spaces="true">Avoid stale metaphors and create new ones instead. There are infinite possibilities.</span></li><li><span data-preserver-spaces="true">Steer away from metaphors about current events that evoke feelings of anger, sadness, outrage, or division.</span></li><li><span data-preserver-spaces="true">Keep it simple and use only one category. If you employ animal metaphors, don’t jump to weather metaphors. </span></li><li><span data-preserver-spaces="true">Use metaphors to create a picture that engages emotion, memory, and understanding. </span></li><li><span data-preserver-spaces="true">Since your goal is to make your content highly attractive, the metaphor should not overwhelm your message. Metaphors are most potent when their meaning builds subtly, slowly, and methodically. </span></li><li><span data-preserver-spaces="true">To find a metaphor unique to you and your business, think beyond what is expected. For compelling ideas, look around your office, your home, or think about your last vacation. You may find the treasure you seek by recalling a recent experience or browsing a travel website.</span></li><li><span data-preserver-spaces="true">Breathe life into your metaphors by adding details that appeal to your sense of beauty, taste, smell, texture, sound, and emotion. Like a good marketing campaign, your metaphor should be absorbing and persuasive. </span></li><li><span data-preserver-spaces="true">Test your metaphor before using it with an audience. Consider collecting responses from coworkers or trusted confidants. Be willing to discard your metaphor for a better choice. </span></li><li><span data-preserver-spaces="true">Take note of the metaphors being used by clients, customers, and competitors. These observations will provide a window of insight into their strategies, desires, fears, intentions, strengths, and weaknesses. </span></li></ol><p><span data-preserver-spaces="true">If you wish to dive deeply into the realm of metaphors, you can review this </span><a target="_blank" href="https://docs.google.com/document/d/1BZKEzxhuuPzmox1fZ-b-AnhzlW-q3gYaBucr01pLW5Y/edit" class="_e75a791d-denali-editor-page-rtfLink" rel="noopener noreferrer"><span data-preserver-spaces="true">Google document</span></a><span data-preserver-spaces="true"> that we used to research this topic. </span></p><p> </p></div><footer class="wrapper post__footer"><p class="post__last-updated">This article was updated on June 29, 2020</p><ul class="post__tag"><li><a href="https://www.jonkragh.com/homepage/">homepage</a></li></ul><div class="post__share"><a href="https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.jonkragh.com%2Fhow-to-use-metaphor-in-business.html" class="js-share facebook" rel="nofollow noopener noreferrer"><svg class="icon" aria-hidden="true" focusable="false"><use xlink:href="https://www.jonkragh.com/assets/svg/svg-map.svg#facebook"/></svg> <span>Facebook</span> </a><a href="http://www.linkedin.com/shareArticle?url=https%3A%2F%2Fwww.jonkragh.com%2Fhow-to-use-metaphor-in-business.html&title=How%20to%20use%20metaphor%20in%20business" class="js-share linkedin" rel="nofollow noopener noreferrer"><svg class="icon" aria-hidden="true" focusable="false"><use xlink:href="https://www.jonkragh.com/assets/svg/svg-map.svg#linkedin"/></svg> <span>LinkedIn</span></a></div><div class="post__bio bio"><img class="lazyload bio__avatar" data-src="https://www.jonkragh.com/media/website/Jon_Kragh_Arms_475.jpg" alt="Jon Kragh"><div class="bio__info"><h3 class="bio__name"><a href="https://www.jonkragh.com/authors/jon-kragh/" class="invert" rel="author">Jon Kragh</a></h3></div></div></footer></article><nav class="post__nav"><div class="post__nav-inner"><div class="post__nav-prev"><svg width="1.041em" height="0.416em" aria-hidden="true"><use xlink:href="https://www.jonkragh.com/assets/svg/svg-map.svg#arrow-prev"/></svg> <a href="https://www.jonkragh.com/overcoming-confirmation-bias.html" class="invert post__nav-link" rel="prev"><span>Previous</span> Overcoming Confirmation Bias</a></div><div class="post__nav-next"><a href="https://www.jonkragh.com/how-to-prioritize.html" class="invert post__nav-link" rel="next"><span>Next</span> How to Prioritize </a><svg width="1.041em" height="0.416em" aria-hidden="true"><use xlink:href="https://www.jonkragh.com/assets/svg/svg-map.svg#arrow-next"/></svg></div></div></nav><div class="post__related related"><div class="wrapper"><h2 class="h5 related__title">You should also read:</h2><article class="related__item"><div class="feed__meta"><time datetime="2020-04-25T21:29" class="feed__date">April 25, 2020</time></div><h3 class="h1"><a href="https://www.jonkragh.com/how-to-use-empathy-in-business.html" class="invert">How to Use Empathy in Business Conversations</a></h3></article><article class="related__item"><div class="feed__meta"><time datetime="2019-08-18T21:28" class="feed__date">August 18, 2019</time></div><h3 class="h1"><a href="https://www.jonkragh.com/free-business-growth-strategy-worksheet-with-examples.html" class="invert">Free Business Growth Strategy Worksheet With Examples</a></h3></article></div></div></main><footer class="footer"><div class="footer__copyright">Powered by <a href="https://getpublii.com" target="_blank" rel="nofollow noopener">Publii Static CMS</a></div><button class="footer__bttop js-footer__bttop" aria-label="Back to top"><svg><title>Back to top</title><use xlink:href="https://www.jonkragh.com/assets/svg/svg-map.svg#toparrow"/></svg></button></footer></div><script>window.publiiThemeMenuConfig = {
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