1 Metaphors (Analogical thinking)

the imaginative use of a word or phrase to describe as another object in order to show that they have the same qualities and to make the description more powerful (Oxford Advanced Learners Dictionary) Strengths of using metaphors Makes the strange familiar Simplifies complexity Key message to gain understanding abstract to concrete understanding shared language impacts perception communication change management Limitations of using metaphors metaphors can contribute to self-fulfilling prophesises shows only a part of something, more metaphors are required Emphasizes some aspects of the story, which are perceived as important, at the expense of others Not neutral Needs explanations Example: competitor conveys a win-loose message; if using co-opetition the whole view changes Two classic metaphors for organisations (Morgan): Machine metaphor Organism metaphor Machine metaphor Stable environment Structure, rules, procedures and task dominate Decisions are taken at the top Low flexibility, slowly to adapt People are replaceable, employees seen as just another source (human resource), unintelligent cogs Example: Fords assembly line Organism metaphor

Changing environment (Burns and Stalker); dialogue with the environment Attention to needs of employees; people are key constituents and need to be managed to effectively contribute Neglects role of culture

Change in perspective: paradigm shift to perception and unconscious know-how Other metaphors: Social Cognitive Systemic

- theatre - learning, brain - Network, complexity

- people and relationships - learning and knowledge

Techniques to generate metaphors: Image-based techniques visioning, guided imagery Visioning Storytelling Role of metaphors in Communication visions; CEO of Karmoy metaphor of a garden Product development: describe outcome - example of Honda City Communication: metaphors used to communicate salient features of their product to clients

Metaphorical imagination, example Georges de Mestral imagined Velcro after walking through the woods and seeing burs sticking to his dogs coat.

Conclusion Metaphors imply a way of thinking and a way of seeing. To escape the one world-view the multiple use of metaphors is suggested Organisations as a brain draws attention to shared information processing and learning, while seeing it as a political entity focuses on individual interests and conflicts Metaphors can help to break existing mind-sets (but also equally contribute to maintaining our current mindset, as the way we perceive the world influences the metaphors we create for a situation, which in turn impacts what we perceive (as we are always, generalising, deleting and distorting)) Metaphors form a fundamental part of our thinking