Changing Organizations with Words
. . . organization and management theory is no more than a domain of extended metaphor.
—Gareth Morgan
Business of Metaphors
What makes metaphors an important business tool? Consider the fact that metaphors begin to make sense of intuitive, preverbal information. That makes them useful in the following endeavors:
- Creating new concepts
Metaphors create a network of concepts that can help generate knowlege about the future by using existing knowledge.
- Gaining support for a new or existing vision
According to a "Mental Model Development Process," proposed by Hill and Levenhagen (1995), the use of metaphors is a logical transition between intuitive pre-verbal information and formal models. Therefore, metaphors are useful in developing a new, or existing, vision (or mental model) and communicating it to stakeholders, such as employees, investors, and potential customers.
- Planning and implementing complex organization change
Once again, metaphor first, mental model second. Metaphors capture and convey large amounts of information, which may contain inherent contradictions, and create emotional responses that are useful in motivating individuals, teams, and organizations.
- Being personally successful
In a 1984 study, Warren Bennis identified four things successful leaders had in common. One of these was the ability to "manage meaning" by giving concrete meaning to new ideas. He concluded that effective leaders must use metaphors (as mental images) to make their vision clear to others. Another author agreed that "Successful executives seem to make effective use of the power of metaphors in rendering abstract and vague ideas more tangible" (Sackman, 1989).



