If storytelling is one of the most powerful tools in the leadership toolkit, then metaphor has to be its corollary. Metaphors are everywhere; we call high performers “rock stars,” we talk about the ladder or lattice of career development, and everyone wonders who moved the cheese.
Some metaphors are so common that we don’t even notice them—for example, we say “mending fences” or “building bridges” to indicate an attempt at improving a relationship, but obviously, we usually aren’t showing up with lumber and hammers to such negotiations!
As leaders work on their storytelling skills, they should not ignore the value and impact of a good metaphor. But to understand why they’re so impactful, we first have to know what they are.
The word “metaphor” comes to us from the Greek word metaphorá, which means “a transfer.” Dictionary.com defines metaphor as “a figure of speech in which a term or phrase is applied to something to which it is not literally applicable in order to suggest a resemblance.”
A metaphor is simply a linguistic way of connecting two different objects or concepts to communicate their similarities—a “transfer” of meaning from one phrase or image to another situation.
Some metaphors are so embedded in our language that they don’t even require explanation for native speakers. Telling your staff that an urgent request requires “all hands on deck” doesn’t require that you first recount the history of naval commands; rather, it’s shorthand for communicating instantly that everyone needs to pitch in and make a contribution.
The word “metaphor” is sometimes used interchangeably with similar comparison words, such as “simile” or “analogy.” For our purposes, we are using “metaphor” to describe any time a leader creates an image or comparison through language.
The modern leader can derive great advantage from using metaphors to communicate across the organization. Here are four ways to employ metaphor throughout your everyday leadership.
Chris Lema, a leader in the e-commerce industry, recounts how he created an understanding of e-commerce server functionality by using a busy Wal-Mart check-out line as a metaphor. “Does it matter how much credit capacity you have on your credit card to pay (credit capacity = memory) or how big your car is in the parking lot to store your purchases (trunk space = storage)? Neither of those things is going to help you check out faster. You need more cashiers,” says Lema.
Lema’s illustration allowed salespeople without a deep understanding of e-commerce technology to immediately connect with the concept he was trying to share. Rather than RAM, disk storage, and servers, they could connect to the idea of a full shopping cart, a long check-out line, and too few cashiers.
In a 2009 article for The International Journal of Coaching in Organizations, authors Dennis N. T. Perkins, Paul R. Kessler, and Jillian B. Murphy describe using the metaphor of “the moose on the table” to symbolize “the issues being avoided by the group.” They believed—rightly—that the ridiculous image of a large arctic animal standing in the middle of a table in a conference room would help teams confront the issues they’d been avoiding.
Their experiment worked better than expected. Not only did the somewhat comical image take the sting out of otherwise potentially prickly issues, but it also gave teams a bit of distance from the issues. They could also speak in a common language by using “the moose” as shorthand to approach challenging issues.
Both the Old and New Testaments in the Bible refer to leaders as “shepherds.” In ancient Mesopotamia, a world steeped in livestock farming, describing a leader as a “shepherd” created powerful connotations of care, provision, and protection. Assigning the image of a shepherd to good leadership made the metaphor “sticky”—something easily remembered.
In one study, researchers used sensory verbs in both literal and metaphorical terms and measured brain activity as compared to abstract words that meant something similar. They found that not only did the brain respond similarly to both the literal and metaphorical usage, but also that the sensory area of the brain reacted immediately in both cases. The brain response was different when an abstract word was used.
For leaders, metaphor can make the difference between making an authentic connection and appearing aloof in conversation. In fact, one researcher suggests that Abraham Lincoln won the American Civil War with metaphors. His ability to connect through metaphor gave him an advantage over the more abstract thinker and President of the Confederacy, Jefferson Davis. Lincoln’s speech was rich with figurative language absorbed from an informal education steeped in the most commonly read tomes of the day, such as the Bible, Aesop’s Fables, and Pilgrim’s Progress.
Even in an increasingly fragmented culture, where fewer and fewer people share common books, media, and educational backgrounds, people still have common experiences and understandings that leaders can call on to create metaphors that resonate with a majority across the organization.
The wonderful thing about metaphor is that it’s accessible to anyone, anywhere, in any circumstance. As long as you have a language, you can find a metaphor that connects people and drives change.
At Stewart Leadership, we believe in the power of story and metaphor to drive development in a way that acknowledges our shared humanity. Our Leadership Lessons and Leadership Gems make heavy use of story and metaphor to illustrate complex ideas and foster connection. To engage one of our experts or explore our leadership resources, visit our website or contact us.