Four metaphors for instant understanding

Engagement begins with communication. Communication isn't what is SAID, not even what is HEARD, but what is UNDERSTOOD.

One of the quickest and most powerful ways of being understood is through metaphor and analogy.

Here are four metaphors I've found help when communicating about your "thing" — whether that's your project, product, event, team values, or whatever it may be.

1. A building / structure

Buildings are good for teams — they exist to serve a distinct purpose that most people know. Is your team a hospital? A hotel? A house? A restaurant? A temple? A bridge?

For one client we came up with the metaphor of a hotel front desk. It was at a university, and the problem was that their department had many sub-departments, which confused students. So we changed the concept: students would only need to contact the "front desk", and we'd handle all the re-routing for them — just like at a hotel.

Another I'm fond of is comparing a team to a Greek temple: the pillars are their values that hold up the roof, which is their vision.

2. A vehicle

A vehicle denotes movement and capability. It's good for projects and products.

• Destination: Where does your vehicle take people from, to? Or is the purpose the journey?
• Style: Is it a budget entry car that'll do the job, or a luxurious Rolls-Royce?
• Mode: Is it a flexible plane that can fly anywhere? An off-road bike for rough terrain? Or a train on preset tracks?
• Fuel: What is needed to make it go?
• Customisation: Can the vehicle be customised, or is it one-size-fits-all?

3. Baking / Music

Good for when you need to emphasise experimentation.

What ingredients / instruments are needed to make this work? Do you even know how it might end up? Do you need to be prepared to fail a few times before you learn how to do it? Is it a case of "trust the process"?

4. A job

What job does it do? Is it a firefighter that puts out fires? Roadside service insurance that's there to help IF you need it? A treasure hunter within your soul? A personal coach for leadership fitness?

There is only one rule for using metaphors like this: they need to be as close to the common experience as possible, else they don't work.