Metaphors For Strategy Careers

Chris Charles, Freelance Commercial Director

NOW: A surfer at the top of a massive dam, in control of the flow of the water.

THE FUTURE: A captain in a great ocean, catching the wind in my sails.

Jaymie Rubiano, Director - Marketing, Strategy, & Planning, American Eagle Outfitters Inc.

NOW: An old beloved car that’s stalled out in the driveway.

THE FUTURE: I own the road. I’m in the driver’s seat. I call the shots.

Kat Richards - Associate Director - Experience + Strategy, Digitas North America

NOW: A baby sea turtle wandering into the big ocean.

THE FUTURE: A phoenix that is constantly reborn and re-evaluating where our passions and values lay.

Kavinda Welagedara - Chief Strategy Officer, Fudge

NOW: A one-man-band playing music .

THE FUTURE: Conductor of an award-winning orchestra.

What Is A Metaphor?

A metaphor is “a figure of speech in which a word or phrase is applied to an object or action to which it is not literally applicable.” It’s a symbol.

For example, “freelancing is limbo.” To say this isn’t to say that freelancing is literally a place between Heaven and Hell. It’s to make the point that some people freelance without committing to a more long-term direction. They freelance to bide time. While this can work for some people, it can also prevent more ambitious action such as setting up a company.

Why Metaphors Are Useful

1. Metaphors create new meaning and new meaning creates new energy

An idea brings at least two topics together in a novel way (Topic A x Topic B). Ideas create new meaning. They help us see to ourselves and the world around us differently. Metaphors are ideas. “Strategy is an act of confusion.”

2. Metaphors drag people out of corporate speak

Most business documents I’ve seen in the past decade - yes, including documents from the biggest, coolest companies around - are very hard to understand. They’re riddled with poor writing and business speak. A simple metaphor about an urgent problem that needs solving or about how to reposition a brand can grab people’s attention and make action easier.

3. Metaphors are memorable

As emotional, mental shortcuts, metaphors get stuck in our minds. Getting people’s attention and getting your ideas stuck in people’s minds are the two main jobs of communicators.

The Issue With Metaphors

1. Metaphors are inaccurate because they’re not literal

I remember seeing a LinkedIn debate years ago between strategists in which one said to another, “You’re cherry-picking how you mean the metaphor.” Umm. Yes. A metaphor isn’t literal. So, yes, we need to cherry-pick its meaning.

For the metaphor “freelancing is limbo”, this is what I mean:

i. It’s a place that people go when they’re inbetween directions, ii. They can get stuck there if they’re not careful, and iii. If they get stuck there, it can suck there.

This sort of exercise in which you write your metaphor and then write the 3-7 ways in which it is true or in which you are using it is helpful.

2. Mixing metaphors is confusing

If I say “freelancing is limbo for a lot of people” and someone respond, “Sure, freelancing can be limbo, but I just keep swimming toward the next opportunity,” this is a mixed metaphor. Unless limbo is a pool.

3. Using metaphors on creative briefs is risky

A CCO I worked with once loved this single-minded proposition: “Brand X is Aladdin’s Cave.” He knew what to do with it. He knew he needed to capture how incredible it was to enter this store and marvel at what was inside. Sometimes, a metaphor can work on a creative brief. But, usually, people will ask, “What do you mean?” and this is a sign that the proposition isn’t clear.

So, metaphors are worth toying with as ways to reframe problems and brands and as ways to grab attention in a presentation, but make sure you can also explain what you mean.

Follow me on Instagram @markpollard.

Using Metaphor In Strategy