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Using Metaphors Like Steve Jobs
Hey Persuaders! Let's chat about how to use metaphors in business.
Liam Gill
June 18, 2023
Hey all, quick reminder that the deadline to apply to my accelerator is in one week. It’s highly selective, I’ve taken less than 5 of the 70+ applicants but, if you get in, the companies I’ve worked with in the last month have raised $4.8M in combined funding (including deals signed but still in due diligence).
Using metaphors to enhance your storytelling
 | ❝ Apple is building a bicycle of the mind. - Steve Jobs |
This metaphor is so powerful for three reasons:
Leverages Emotions
Realistic
Plants an idea
The best metaphors can leverage emotions to communicate your message.
At the time of this quote, many people were scared of computers. Similar to the way a majority of people currently fear the impact of AI on society.
By comparing computers to bicycles Jobs was able to leverage the emotions associated with bikes. Bikes are used by kids, they are safe, fun and functional. They can help you get to and from places or can just be used for entertainment. They are in no way something to be feared, instead, they enhance your life.
 | Stanley® tumblers are the latest craze—and so is Divvy, BILL’s free spend and expense management solution. It’s no surprise since 92% of users say Divvy was easy to get up and running, and our TEI report lists a staggering 487% ROI. |
On top of the emotions, the comparison was realistic. At the time that bicycles were first released there was also significant fear around them. No joke, some doctors at the time thought that you would get a “bike face” from travelling at superhuman speeds. To this day there are lots of discussions around the potential infertility issues caused by bikes. Comparing computers to something that was once feared but now loved helped computers undergo the same transition.
Similar to the way that asking questions during a pitch can plant an idea in the listener’s mind, a great metaphor lets the connect the dots themselves making the concept feel more powerful as they did it themselves.
Overall if you can create a metaphor that leverages emotions, is realistic and plants an idea in the listener’s mind then you will be armed with one of the best storytelling tools a founder can have.
Do you use metaphors when pitching? |
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