© Oscar Santolalla 2020
O. SantolallaRock the Tech Stagehttps://doi.org/10.1007/978-1-4842-6312-9_4

4. Metaphor

Oscar Santolalla1  
(1)
HELSINKI, Finland
 

Relate your product to something that is current and relevant and that everyone understands.1

—Marc Benioff, founder and CEO of Salesforce

As we’ve seen before, introducing a new idea or concept is often a tough challenge. Sometimes an idea doesn’t land on your audience even if you explain it twice or thrice.

So, what is that missing glue between a new idea and common understanding? Well, exactly what the word “glue” made in the question I just asked: visual language. You well know what glue is, you know that glue is used to bind or stick two elements together, but most importantly you have just created ...

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