Figures of Speech

Metaphor

Explain one thing in terms of another to make it vivid.

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What & why

What it is
A rhetorical device that creates an implied comparison by describing one thing as if it were another, without using 'like' or 'as'. Metaphors transfer meaning and emotional associations from familiar concepts to new ideas, making abstract concepts concrete and memorable. This powerful figure of speech helps audiences understand complex ideas through familiar imagery.
Why it works

Metaphors link abstract concepts to concrete, sensory experiences that listeners already understand. Research on conceptual metaphor and grounded cognition suggests this cross-domain mapping draws on familiar imagery, which can make complex ideas easier to understand and remember than abstract description alone.

Before & after

Before

“The process is complicated.”

After

“The process is a maze, and our users keep hitting dead ends.”

When you’ll use it

Explaining technical architecture to non-technical stakeholders

Making abstract business strategies tangible and actionable

Creating memorable brand messaging and value propositions

Simplifying complex data stories for executive audiences

Building shared mental models in team discussions

Framing organizational change initiatives

Pro tip

Pick a familiar domain that maps cleanly to your idea.

Questions & answers

How do I choose appropriate metaphors for professional settings?

Select metaphors from domains your audience knows well. Sports metaphors work in some cultures but not others. Universal metaphors (journeys, building, growing) are safer. Always test understanding with a diverse group first.

When should I use metaphor versus literal description?

Use metaphors to explain abstract concepts, create emotional connection, or simplify complexity. Use literal description for precise instructions, legal matters, or when accuracy is paramount. When in doubt, provide both.

Can metaphors backfire?

Yes. Mixed metaphors confuse ('We need to pivot our North Star'), culturally specific metaphors exclude, and violent metaphors ('killing it', 'crushing the competition') can alienate. Choose inclusive, consistent metaphors.

Learn more

Silva Rhetoricae (BYU)
Academy of American Poets - Metaphor
Wikipedia - Metaphor

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