Metaphors and analogies are useful in communicating abstract ideas. For example, when Arun Shourie calls BJP “kati patang” (adrift kite) we get the point immediately. Some metaphors are so useful they don’t merely shed light on a concept; they actually become platforms for novel thinking. Dan and Chip Heath call these powerful metaphors “Generative Metaphors” in their bestseller “Made to Stick”. Let’s see how they explain this concept using two examples: one from Disney and the other from Subway.
· Cast members don’t interview for a job, they audition for a role
· When they are walking around the park, they are onstage.
· People visiting Disney are guests, not customers
· Jobs are performances, uniforms are costumes