Online or in-person, the holidays are a time for family, fun, and food, so it seems appropriate to look at examples of how food metaphors have been used to make a point not only in business, but in the fight against Covid, and in war (!) as well. See what “morsels” you can take away for your own business.
Swiss Cheese to Fight Covid 19
As excitement builds for the distribution of a vaccine, a New York Times article recently explained why a vaccine is only part of the solution to
extinguishing Covid 19. Instead, the article explained how a multi-protection approach is actually needed to fight the disease and refers to a “swiss cheese” model developed by Australian virologist Ian MacKay. Briefly, imagine a row of lined up Swiss cheese slices, standing one behind the other with space between each slice. Each slice of Swiss cheese represents one defense against the spread of Covid 19 such as wearing a mask, social distancing, etc. As Covid 19 particles pass through the different holes of the cheese slices, they get blocked by other slices where there are no holes, until eventually fewer and fewer particles can pass through the stack of cheese at which point they ultimately disappear.
This brilliant slices of swiss cheese visual explains it all.
(Interesting to note that this Swiss cheese metaphor was conceptualized more than three decades ago by British Psychologist James Reason to illustrate how to combat failures in complex systems such as nuclear power, commercial aviation, and medical care.) A good example of a metaphor making the complex simple and the simple meaningful.
A Little Latte to Offset Sticker Shock?
Everyone wants to lower their energy costs and raise their comfort level within their homes, but they often experience sticker shock when they see the price of the investment they have to make, which can come to several thousand dollars to get those benefits.
Ken Yeager is Director of Sales for AFCFirst, a leader in Energy Loans that help homeowners finance the purchase of energy-saving home improvement equipment once the various oil and energy companies sell this equipment to their clients.
He helps the salespeople at these companies frame the cost of these loans to their customers so they see how really easy and affordable these loans can be. His suggestion is to break down the actual payments to other expenses equally familiar to customers. For example, “A $5000 investment works out to $80 a month, the cost of your cable system. On a daily basis, that is less than your Starbucks latte. For the price of your daily coffee, you can enjoy the cost savings and comforts of an energy-efficient home.”
Ken’s metaphorical approach is very successful. By framing cost in a different light vs. the benefits they receive, buyers become more comfortable with financing their investment and come more easily to the conclusion that they can afford these improvements.
A Doughnut for Defense?
At a particularly tough time during World War II, the following conversation (supposedly) took place:
- General Eisenhower to a soldier: “Give me an assessment of the enemy situation.”
- Soldier: “Sir, picture a doughnut. We’re the hole.”
No more description needed.
As these very different examples illustrate, food metaphors can be used in many different situations. What metaphors from the world of food might you use to get the results you want in your business?
“Laughter is Brightest Where Food is Best.” Irish Proverb
Wishing you and your family good food, good times, and good health during the holidays.
Anne Miller
Make What You Say Pay! – with Metaphors
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