Three years ago today, I started this blog with the question “Which of these two ‘coat hangers’ is more creative?” Referring to John Bradfield’s iconic Sydney Harbour Bridge and Albert Parkhouse’s equally iconic wire coat hanger, I also pointed out in the article the comparison was also a metaphor.
Metaphors are a creative approach which directly compares an existing problem with another, unrelated or dissimilar problem, object or situation. The discovery of common attributes or elements between items improve our understanding and help us solve problems.
Metaphors work primarily in three ways:
By identifying similarities between the two disparate problems, new insights emerge from the unrelated field, translating into new ideas to solve the original problem.
By examining something in a new context, a new or different perspective reveal a different approach or potential alternatives to solve the original problem.
By looking elsewhere for answers – particularly outside our existing body of knowledge, as well as our comfort zone, we distance ourselves from the original problem, allowing us more freedom and clarity to question the assumptions and stereotypes. Breaking these biases often leads to new ideas.
As no less than Aristotle recognized the value of metaphor some 2,500 years ago. In Poetics, he wrote: “The greatest thing by far is to be a master of metaphor. This alone cannot be imparted by another; it is the mark of genius, for to make good metaphors implies an eye for resemblance.” Later on, he paraphrased himself: “The successful use of metaphor is a matter of perceiving similarities.”
The poet Robert Frost also spoke of the value of finding something in common between two very different domains. He said: “An idea is a feat of association, and the height of it is a good metaphor.”
Let me use another poet – the German writer Novalis – to explain how metaphors work.
1. Metaphors make the strange familiar.
Metaphors help make sense of the unfamiliar by comparing it to something understandable. Think about a time when you were explaining something complex to a novice. You probably used something common to both of you to make the intangible item or thought process simple to understand and apply.
Or perhaps you once faced a difficult situation. You drew a diagram or told a story to make the problem comprehensible. Visual imagery, storytelling and icons are effective ways to restate or reposition abstract thoughts into reality. Consider the technology industry: what value did it create to name its products a mouse, the desktop, Windows, or Facebook? These are all brilliant and effective metaphors.
Before I leave this section, let me also point out something which may be obvious. Metaphors are often the foundation for storytelling. Consider the words of Daniel Pink, author of A Whole New Mind, who said: "While a picture might be worth a thousand words, a metaphor is worth a thousand pictures."
2. Metaphors make the familiar strange.
In reverse, metaphors can help break from perceived assumptions about a specific situation or environment by forcing you into “multiplicity” – to look at something from many points of view (not just one other), another), to encourage multiple options or hypotheses (not just Plan B).
Remember when you saw something you’ve taken for granted in ‘a new light’? It was probably a bit of a surprise. It may even have been confusing or improbable at first. But by changing the prism of your viewpoint, you gained a new appreciation. This opens eyes to new uses, to new solutions, to new audiences.
That’s the beauty of metaphors. By examining and experiencing today in a new way, by comparing it to something unlike itself, you find new ideas.
If you took a problem facing you, right now – a New Year’s Resolution, a client impasse, the lack of a better solution to marketing problem – how would you describe it in a metaphor? Come up with several, brainstorm as many as possible with your colleagues.Next, select one which resonates with you. Examine the secondary statement or question, look for insights, where are commonalities and similarities which might be used to solve your original problem?
