Chapter 11

Communicating Your New Metaphor

The most important thing in communication is hearing what isn’t said.

—Peter Drucker

As I mentioned in the introduction, this book was written for leaders or those aspiring to be leaders. The main function of leadership is to communicate and inspire followers. This is no easy task. There are many books written about leadership communication but none that I’ve seen talk about or understand the power of using metaphors for strategizing, planning, branding, and communicating a new direction for an organization.

Metaphors, if chosen correctly, have the potential to inject new energy into organizations in ways no other tool or method can. Metaphors are self-explanatory; they are simple; they communicate ...

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