How You Can Appear Bolder and More Creative

Creative metaphor is a valuable communications tool. It's one that leaders can, and should, use to increase how powerful and interesting they are perceived.

Below is an example of two students talking without the use of metaphor:

Student B: What is the course about?

Student A: Human politics, electoral politics, and social politics.

Below is an example of students talking with standard metaphor:

Student B: What is the course about?

Student A: Human politics, electoral politics, and social politics. Piece of cake!

Below is an example of students talking with creative metaphor:

Student B: What is the course about?

Student A: Human politics, electoral politics, and social politics. A tasty pita sandwich.

Below is an example of communication without metaphor:

“My spouse and I are having a difficult time in our relationship.”

Below is an example of communication using conventional metaphor:

“My relationship with my spouse is on the rocks.”

Below is an example using creative metaphor:

“My spouse and I are like two figure skaters on a pond where 20% of the ice has become water.”

Creative Metaphor=Interesting and Powerful

Comparing a college course to a pita sandwich is not meant to be taken literally. The use of the word “pita” is designed to provide the audience with a powerful visual image.

Interestingly, Hussey and Katz (2006) found that females produce fewer metaphors compared to male counterparts of similar age and education. The researchers speculated that females are less willing to risk miscommunication. But there is a price women leaders pay when reducing the use of creative metaphor: They are perceived as less dynamic and powerful.

In research using 100 University of Western Ontario students ranging in age from 18 to 41, half of whom were male and half female, Hussey (2008) asked each to read 64 same-sex and 64 opposite-gender conversations. In half of the group, the texts were between strangers. In the other half, the conversations were between friends. In all cases, the transcripts were sex-neutral. For example, a speaker is referred to as Student 1. The experimental manipulation was reader perception of speakers as a function of creative, non-creative, or no metaphor use:

Both male and female readers judged speakers employing novel metaphors as more powerful and more interesting than those who did not.

Implications for Leaders

Take a Common Metaphor and Find Something Adjacent to Make it Novel. “On the rocks’” is a common metaphor. Rocks can be found near ponds or lakes. Transform to “on the rocks” to “skating on a pond with 20% of the ice melted.”

Use a Song, an Object, or an Image as a Metaphor. For example, in reviewing a survey of corporate culture at a company, the head of human resources played “I Can’t Get No Satisfaction” by the Rolling Stones.The Wall Street Journal recently wrote a story about the rise in popularity of disc golf and then used the game as a metaphor for the changing dynamics of American business (2022).

Use a Figure in History or Literature as the Metaphor. In explaining Russia’s invasion of Ukraine, some analysts use Adolf Hitler’s invasion of Poland as a metaphor to paint President Putin as a violent aggressor. To suit their own political agendas, American politicians on the Left may link their ideas with leaders like Martin Luther King or Franklyn D. Roosevelt. Politicians on the right may link their ideas with Donald Trump or Ronald Reagan.

As You Click Goodbye

Leaders educated to use precise language in math, science, and engineering may not be comfortable expressing themselves with novel metaphor. Leaders may be too close to the subject to identify appropriate metaphors. Consider retaining a communications consultant or a colleague well educated in the liberal arts to provide inspiration for novel metaphors.

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A final option is “sleep on it.” Perhaps your dreams will inspire creative metaphors.