Jumping fleas and the power of analogy

Analogies are woefully underused in corporate America. We’re all afraid that they’re somehow too simplistic; that because we’re now grown ups we should neglect one of the most powerful tools available to us when telling a great story.

So when it comes to corporate communications, it’s like we’ve all become the most boring teacher in high school when we speak or write. Remember that guy? We all hated his class.

A clear analogy, well thought out and well delivered will do more to advance understanding (and sales) than a month’s worth of soulless writing or presentations full of corporate jargon. Why? Because people are built to give and receive stories – and analogies play a major role in storytelling.

For example, one Austin-based chain that sells golf equipment describes itself as a "multi-channel golf retailer.” Now just what the hell is that? Well, the company’s strategy is to sell golf equipment and clothes online, via catalogs and in retail stores. In that respect, they want do for golf retailing what Barnes & Noble did for selling books. The CEO is fond of saying, "We’re like a candy store for golfers” (because they spend an average of 45 minutes in his stores, an unheard of length in retailing).

I hate "multi-channel golf retailer.” I love "candy store for golfers” and "the Barnes & Noble of golf.” Realistically, the company needs both descriptors. But I know which one makes more sense to me.

In the mid-1990s Intel CEO Andy Grove listened to a consultant compare Intel and U.S. Steel. Apparently, some small steel companies had managed to carve out a profitable business selling rebar – concrete reinforced with steel. It was a business that U.S. Steel simply didn’t want – but it made the smaller companies a lot of money.

At that time Intel was pondering a move into cut-price silicon chips. Soon Grove was using the analogy of "silicon rebar” as a way to describe the strategy, which is an incredibly useful thing when it comes to the uber-complicated business of manufacturing computer chips.

Of course, perfect analogies are tough to come by and in some cases bad ones can have quite the opposite of their intended effect. For example, CBS newsman Dan Rather is famous for his down-home analogies that often leave viewers scratching their heads. My favorite? ”If a frog had side pockets he'd probably wear a handgun.”

To truly work, analogies have to make immediate sense – by relating to something that has real meaning for your audience. If a boss is "hell on heels” or "linebacker tough” people understand instantly. Want to know if yours works? Test it out on a few folks and see what they say.

For instance, a few weeks back, in response to a question from a curious 10 year-old about just how high a flea can jump, I said, "if fleas were as big as you they’d be able to jump right over our house in one leap.” She took a moment, nodded and said, "Cool, thanks Dad.”

What’s the best analogy for your company? Do you have one that works well? If you do, you probably already know its power with audiences. If you don’t, you could be missing out on an easy way to reach people – because when it comes to communications, we’re really a bunch of grown-up kids that just want to hear a great story.

We always welcome your thoughts and opinions. If you'd like to contact DASH Consulting click here or send us a note at dave@dashconsultinginc.com