I was deeply flattered last week when a U.S. Senator’s assistant wrote to say her boss loved my metaphor book, “The Tall Lady with the Iceberg,” and would I have some time for a conversation with him? Of course, I said, “Yes.” A student of language, as all politicians–and all communicators–must be, we had a lovely conversation discussing the power of metaphors to frame an argument. For anyone who still doubts the power of metaphors to frame an issue or to shape thinking, here are two current examples from the news.
Though these issues may be of greater global import than those in your business, the key principle is the same: what people see is what they believe and what they believe drives how they act. What
metaphors do you use to help people see the value that ultimately gets them to do business with you?
Award or Trophy?
“CBS Sunday Morning” is a television show that features interviews, commentaries, and profiles on a wide variety of topics from pop culture to politics. On Oct. 11, it featured well-known journalist John Dickerson who explored the extent to which Presidents subscribed to the philosophy, “The Buck Stops Here,” a phrase originated by Harry S. Truman, meaning that they took ultimate responsibility for what happened on their watch. Dickerson ultimately came to President Trump, who famously said on March 13, “I take no responsibility at all,” when asked if he felt any responsibility for the persistent lags in U.S. testing capability [of Covid-19]. This prompted Dickerson to end his review by asking if Trump wins the upcoming election, will his win be seen as “A reward for excellence or a trophy for participation?”
Dickerson’s concluding metaphors are meant to provoke, to get viewers to think. The framing answer to his question that you choose will shape how you perceive the election.
Herd Immunity or Mass Murder?
William Haseltine, Chair and President of ACCESS Health International, said he is “extremely concerned that the President is being advised by people who speak of herd immunity.”
“Herd immunity is another word for mass murder. That is exactly what it is,” Haseltine said on CNN’s “New Day” on Wednesday, Oct. 14.
Haseltine went on to say that if the virus is allowed to spread, as the Trump Administration is allegedly advocating, “we are looking at two to six million Americans dead – not just this year but every year.”
Two frames. Two different ways of looking at a situation. The one you choose will shape what you think and how you act (mask? no mask?).
A or B? X or Y?
Other hot-button political frames that lead people to believe and act in different ways are
- Pro-choice or pro-life?
- Defund the police or transform the police?
- Hand out or hand up?
- Free speech or hate speech?
- Gun rights or gun control?
Words matter. Metaphors matter. Like the optical illusion in this post which can be seen in different ways depending on how you view it, what comparative metaphors can you use to frame how potential clients perceive your products, services, arguments, and ultimate value in contrast to your competition?
Anne Miller
Make What You Say Pay – with Metaphors!
Random Note: Best Metaphoric Mash-up
“A hot mess inside a dumpster fire inside a train wreck.” Jake Tapper, CNN, on the widely panned 9/28 Presidential debate
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