Metaphors can make or break your transformation message. They simplify complexity, create emotional connection, and cut through resistance. But not just any metaphor will do. Use these four questions to choose one that sticks.
Which threat are you calming? Strategic change triggers emotional responses tied to status, certainty, autonomy, relatedness, and fairness. Identify the dominant threat in your organization, then use a metaphor that directly speaks to it.
Is the terrain known or unknown? For familiar challenges, use metaphors that build on existing expertise (like leveling up to “championship level”). For uncharted territory, lean into discovery metaphors (“mapping new territory” or “launching a mission”).
Will the metaphor travel? Avoid culture-specific references. Choose universal concepts that everyone can relate to, like teams, journeys, healing, and exploration. Your metaphor should work across functions, levels, and geographies without needing translation.
Is it easy to recall and share? Transformation is cognitively taxing. Don’t add complexity. Use metaphors that are short, sticky, and emotionally resonant—like “lighthouse” (guiding others), “bridge builders” (connecting teams), or “gardeners” (nurturing growth). If people can’t repeat it, it won’t work. |
