Metaphors in strategy

Purpose – This article seeks to distinguish between rhetorical and cognitive metaphors and argues in favor of “pushing past the fault line.”.Design/methodology/approach – Too much of strategy is locked in a toolbox approach that often makes solutions appear much easier than they are. One way of broadening the way one thinks about strategy is to bridge the gap between business and other disciplines. Ideas from the world outside business can be made useful for the strategist via metaphorical associations. This paper discusses William the Conqueror and Madonna as strong candidates for useful metaphors.Findings – Metaphors are a powerful tool in business to understand partners, customers, and market participants.Practical implications – The goal is to encourage metaphorical exploration, both in thought and practical use, by the readers.Originality/value – It furthers the concept of interdisciplinary thinking by offering specific ways to use metaphors in business.