Last month’s TMM newsletter
Close Deals. Open
Conversations with an Iceberg. hit a nerve with readers. A number of people
wrote to share how they also use the iceberg metaphor in their businesses. I
thank them and present their stories here with the goal of triggering additional
ideas for you.
Promote Your Philosophy
Susan Zimmerman is a consultant/educator in the field of
financial planning. Uniquely qualified both as a Licensed Marriage and Family
Therapist and Chartered Financial Consultant, Susan blends the best of both
worlds to help her clients discover their motives relative to their financial
resources with the ultimate goal of helping them create the best financial
strategy for themselves.
Says Susan, “We all have thoughts and emotions about our lives. This is true
relative to our financial lives as well. What you may not have thought about
lately, is whether most of your thoughts reside in your conscious awareness, or
outside of it.”
“Our thoughts are similar to an ice berg. Most of them are actually in our
subconscious mind, hidden from view. This is true about our financial thoughts
as well. That’s especially the case with emotions that spring up in our
helps clients understand those iceberg thoughts, which she puts into eight
buckets to help them develop the right financial strategy for themselves.
She describes the process as a little like “… receiving specialized
SCUBA gear to go beneath the surface of your thoughts and emotions, take a
look under the ice berg, and bring it to the top for fresh perspectives to reward you with much greater peace of mind about your
her system for getting under everyone’s iceberg for matching the “urge to
splurge with the craving for saving,” as one commentator said, in her book,
The Power in Your Money Personality.
would be your philosophy or system’s iceberg?
NESC is the National Executive Service Corps, a non-profit consulting firm,
founded in 1977, that strengthens other non-profit groups to help them deal
effectively with their challenges and capitalize on their opportunities.
needed a quick way to help people understand at a high level what they do
and to also understand that they offer many, many services. Cue the iceberg
The “top” of the iceberg visually communicates that there is a broad visible
mission of the group and the submerged larger part communicates that there
is a myriad of services that support that mission. Here is the image on
their landing page:
What does your brand iceberg
Keep it Simple
Again, metaphors and analogies make the complex simple and the simple
meaningful. An iceberg can do both for you.
Make What You Say Pay! — with Metaphors
For more information
on Susan Zimmerman, visit
For more information on NESC, visit
STEAL THIS METAPHOR
As readers of this newsletter know, I recommend keeping a personal
collection of strong metaphors and analogies that you see, hear, or read for
potential future use. In
that spirit, I will be including a few that resonate with me that you may
like as well.
1. Argue the benefit of one change in a procedure,
Eric Weiner on the nature of genius from his book, The
Geography of Genius:
“Genius is like a chemical reaction. Change one molecule and you
What is the”it” you want to change?
What is the one “molecule” that would make the difference in
2. Reframe the problem to solve the problem
Tom Wainright, "If
Economists Waged the Drug War", The Wall Street Journal on how
to win the drug war:
“Government continues to treat the drug problem as a battle to
be fought, not a market to be tamed. The cartels that run the
narcotics business are monstrous, but they face the same dilemmas as
ordinary firms—and have the same weaknesses.” His article goes
on to show how working on the demand side rather than the supply
side of drugs would change the outcome.
What problem or challenge can you
resolve by changing the lens through which you are describing it?
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