Metaphorical Thinking: Virginia Woolf’s Metaphorical Term

Updated October 2026 · reviewed for today

In short

Metaphorical thinking means understanding one thing in terms of another: time as money, an organisation as a machine, a market as an ecosystem. George Lakoff and Mark Johnson argued in Metaphors We Live By (1980) that metaphor is a basic mechanism of thought, not decoration. Dedre Gentner‘s structure-mapping theory (1983) explains how an analogy carries relations from a familiar domain to a new one.

Table of Contents

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How it works

01

Choose a source

Pick a domain you understand well and that shares structure with the problem.

02

Map relations

Carry over how parts relate, not what they look like: Gentner's point about good analogies.

03

Generate options

Ask what the source domain would suggest you do next.

04

Find where it breaks

Every metaphor hides something; list what the comparison gets wrong.

Where you see it today

Metaphors steer policy

In five experiments, describing crime as a “beast” or a “virus” changed which solutions people favoured, and people did not notice the metaphor’s influence; they credited the numbers instead (Thibodeau and Boroditsky, 2011).

Machines that reason by analogy

Large language models now solve many analogy problems. One study found GPT-3 matched or beat human participants in most settings across a range of analogical tasks without task-specific training, with early tests of GPT-4 doing better (Webb, Holyoak and Lu, 2023). Whether this is reasoning or pattern-matching is still debated.

How we name AI

“Copilot”, “assistant”, “agent” and “autocomplete” are metaphors, and each sets different expectations about autonomy and who is responsible for mistakes. Product names shape how customers use the tool.

Interfaces built on metaphor

The desktop, folders and the trash can made personal computers learnable. The chat window does the same for AI: it frames a model as a conversation partner, which helps adoption and also invites people to trust it like one.

Metaphorical thinking vs related tools

Metaphor

How it worksUnderstands one domain in terms of another

Best forExplaining and reframing problems

Analogy

How it worksMaps the relational structure of a known case onto a new one

Best forTransferring solutions across fields

Synectics

How it worksUses analogies in a structured group process

Best forIdea generation workshops

Lateral thinking

How it worksDeliberately breaks the usual line of reasoning

Best forEscaping stuck patterns

First-principles thinking

How it worksStrips a problem down to basic facts

Best forChecking whether a metaphor misleads

How to use it

• Write the metaphor behind your strategy in one line, such as “our product is a platform”, and list what it implies.
• Test two or three competing metaphors for the same problem and compare the actions each suggests.
• Map relations, not looks: ask how the parts interact in the source domain.
• List where the metaphor breaks before you act on it.
• When naming an AI feature, check what the name promises about autonomy and accountability.

The Business Engineer lens

Most strategy debates about AI are fought through metaphors: electricity, the internet, a new employee, a bubble. The Business Engineer treats each as a hypothesis, keeping the relations that hold and dropping the ones that do not.

Read: Fractal Thinking →Explore the platform →

Related: Analogical thinking · Synectics · Lateral thinking · Framing effect · First-principles thinking

Frequently asked questions

What is metaphorical thinking?

Understanding one thing in terms of another, such as time as money, so that the structure of a familiar domain shapes how you think about a new one.

Who developed the theory of conceptual metaphor?

It is most associated with George Lakoff and Mark Johnson, whose book Metaphors We Live By appeared in 1980.

Do metaphors change decisions?

Yes. Experiments found that framing crime as a beast or a virus shifted the solutions people preferred, without them noticing.

Can AI think in metaphors?

Large language models solve many analogy tasks well in studies, though researchers debate whether this reflects human-like reasoning.

Sources

• Lakoff & Johnson (1980), Metaphors We Live By, University of Chicago Press
• Gentner (1983), Structure-mapping: A theoretical framework for analogy, Cognitive Science
• Thibodeau & Boroditsky (2011), Metaphors we think with: The role of metaphor in reasoning, PLoS ONE
• Webb, Holyoak & Lu (2023), Emergent analogical reasoning in large language models, Nature Human Behaviour

The full guide

The complete explainer, cleaned up and reformatted for mobile.

Metaphorical thinking describes a mental process in which comparisons are made between qualities of objects usually considered to be separate classifications.  Metaphorical thinking is a mental process connecting two different universes of meaning and is the result of the mind looking for similarities.

Understanding metaphorical thinking

An expert metaphorical thinker can sense the hidden connections between these classifications in a way that is creative or even poetic.

Each connection is made by identifying similarities, which is a natural tendency of the human mind.

When director Ridley Scott was pitching the idea for his new movie Alien, he described it with the three-word metaphor “Jaws in space”.

Here, Scott made an apparently unrelated connection between a previous movie about killer sharks and outer space. 

In addition to connecting unrelated objects, metaphors similarly connect problems with unrelated or dissimilar problems and situations. Metaphorical thinking can be used to address predominantly logical thinking, which can stifle the creative process.

Lastly, metaphors themselves help the individual approach something from a different perspective or encourage their audience to do the same. 

How does metaphorical thinking help creativity?

Metaphorical thinking encourages creative thinking by reframing the situation or problem in three ways. That is, metaphors:

Identify similarities between two disparate problems

By analysing seemingly unrelated problems, new insights may emerge which have the potential to solve the original problem.

Examine the problem in a new context

In this case, a new or different perspective may reveal a viable alternative or unusual approach to solving the original problem.

Force practitioners to search outside their existing body of knowledge and comfort zone

Metaphorical thinking allows the individual to put distance between themselves and their problem.

This important sense of perspective gives them the freedom to question their assumptions, habits, biases, or stereotypes in search of a solution.

Metaphorical thinking in business

While the applications of metaphorical thinking in business are limitless, there are two broad ways they can be used.

1 – Metaphors make the strange familiar

Here, businesses help consumers make sense of the unfamiliar by comparing it to something relatable.

In technology, metaphorical thinking was used to describe new products such as the mouse, desktop, Windows, and Facebook. 

During brainstorming sessions designed to solve problems, teams may also benefit from reducing the problem or process into something so familiar a child could comprehend. 

2 – Metaphors make the familiar strange 

Organizations can use this approach to help employees or consumers gain a new appreciation for something they’ve taken for granted. 

For example, a company selling shampoo in a market where consumers tend to stick with one brand may use metaphors to encourage consumers to try something new.

That is, marketing campaigns may be based on metaphors describing resistance to change, such as:

• Getting children to eat their vegetables.
• Trying to give the cat a bath.
• Converting people to a new religion.

Brainstorming can also be used here to force teams into multiplicity, or the process of analyzing a problem from multiple points of view.

When the team is forced to look at an old problem with a fresh perspective, the likelihood of finding a solution increases. 

The “new point of view” brainstorming technique is one such example. It advocates the creation of metaphors by imagining how professionals in vastly unrelated fields might solve the problem at hand.

Case Studies

• Technology Product Names: Companies often use metaphorical thinking when naming new technology products. For instance:
  • Mouse: The computer mouse is named after the small rodent because of its physical resemblance. This metaphor makes the device’s function and usage more relatable to users.
  • Desktop: Referring to the computer interface as a “desktop” creates a metaphor that helps users understand how to organize and interact with digital files, much like a physical desktop.
  • Windows: The term “windows” in computing is a metaphor for the graphical user interface, where users can open, close, and view different “windows” into their digital world.
• Marketing Campaigns: Metaphorical thinking is often employed in marketing to make products or concepts more relatable or appealing:
  • Shampoo Marketing: A shampoo company may use metaphors to encourage consumers to try a new product. For example, they might compare switching shampoos to convincing a child to eat their vegetables, highlighting the benefits of change.
  • Insurance Advertising: Insurance companies might use metaphors to explain complex policies to customers. They could liken a policy to a safety net or a shield, making the concept of insurance more understandable.
• Problem-Solving Workshops: During brainstorming sessions or problem-solving workshops, teams can benefit from metaphorical thinking in two ways:
  • Making the Strange Familiar: When dealing with complex or unfamiliar problems, teams can use metaphors to simplify the issues. By comparing the problem to something familiar, like a child’s game or a common household task, they can gain new perspectives and insights.
  • Making the Familiar Strange: To encourage creativity, teams can use metaphors to challenge conventional thinking. For instance, they can imagine how professionals from completely unrelated fields might approach the problem. This “new point of view” brainstorming technique promotes innovative solutions.
• Corporate Culture and Communication: Metaphorical thinking can help shape corporate culture and communication strategies:
  • Culture Shaping: Leaders can use metaphors to describe the desired culture of the organization. For example, they might use metaphors related to teamwork, such as “we’re all rowing in the same boat,” to emphasize collaboration.
  • Internal Communication: Metaphors can be used in internal communications to make complex strategies or changes more accessible to employees. Comparing a new initiative to a relay race, where each department passes the baton, can help employees understand their role in a larger process.
• Product Development: Metaphorical thinking can play a role in product development:
  • Design Inspiration: When designing a new product, engineers and designers may use metaphors to inspire creative solutions. For example, a team working on a camera might draw inspiration from the metaphor of the human eye.
  • User Experience: Metaphors can guide the user experience of a product. Smartphone interfaces, for instance, often incorporate metaphors related to physical objects like books (e-books), files (file management), and folders (digital organization).
• Art and Creativity:
  • Artists often employ metaphorical thinking in their creative process.
    • Painting: A painter might use metaphors to convey emotions or ideas through visual imagery, such as using colors to represent different moods or feelings.
    • Literature: Writers use metaphors to enrich their prose and create vivid imagery that resonates with readers, helping them to understand complex concepts or themes.
• Sports Strategy and Coaching:
  • Coaches and athletes frequently use metaphorical language to convey tactics and strategies.
    • Football: In American football, coaches might use metaphors such as “moving the chains” to describe advancing down the field or “blocking and tackling” to emphasize fundamental skills.
    • Basketball: Basketball coaches might use metaphors like “boxing out” or “running the fast break” to describe specific plays or techniques.
• Medical Education and Patient Care:
  • Medical professionals often use metaphorical thinking to communicate complex medical concepts to patients.
    • Anatomy and Physiology: Doctors might use metaphors to explain bodily functions or illnesses in terms that patients can understand, such as describing the heart as a pump or the immune system as a defense mechanism.
    • Treatment Planning: When discussing treatment options, healthcare providers may use metaphors to help patients grasp the potential benefits and risks of different interventions, making informed decisions about their care.
• Urban Planning and Development:
  • City planners and architects use metaphorical thinking to envision and design urban spaces.
    • Cityscape: Urban planners might use metaphors like “urban jungle” or “concrete jungle” to describe densely populated areas with tall buildings and bustling activity.
    • Green Spaces: Architects might use metaphors like “urban oasis” or “green lungs” to describe parks and green spaces within cities, highlighting their role in providing relief from the built environment.
• Parenting and Child Development:
  • Parents often use metaphorical thinking to explain concepts and values to their children.
    • Growth and Learning: Parents might use metaphors like “planting seeds” or “spreading wings” to encourage their children’s development and exploration.
    • Emotional Intelligence: Parents might use metaphors like “emotional toolbox” or “emotional thermometer” to teach children about managing their feelings and understanding others’ emotions.
• Military Strategy and Warfare:
  • Military leaders use metaphorical language to describe tactics and operations.
    • Battlefield: Generals might use metaphors like “siege warfare” or “guerrilla tactics” to describe different approaches to combat.
    • Leadership: Military commanders might use metaphors like “leading from the front” or “rallying the troops” to inspire and motivate their soldiers.
• Cooking and Culinary Arts:
  • Chefs and home cooks use metaphorical thinking to describe techniques and flavors.
    • Flavor Profiles: Chefs might use metaphors like “building layers of flavor” or “balancing sweet and savory” to describe the complexity of a dish.
    • Cooking Techniques: Cooks might use metaphors like “bringing to a boil” or “simmering over low heat” to convey the process of cooking.
• Environmental Conservation and Sustainability:
  • Environmentalists and conservationists use metaphorical thinking to advocate for sustainable practices.
    • Nature’s Balance: Advocates might use metaphors like “tipping point” or “ecological footprint” to describe the delicate balance of ecosystems and the impact of human activities.
    • Environmental Justice: Activists might use metaphors like “environmental racism” or “climate refugees” to highlight inequities in environmental protection and the disproportionate effects of climate change on marginalized communities.
• Criminal Justice and Legal Proceedings:
  • Lawyers and judges use metaphorical language to explain legal concepts and arguments.
    • Courtroom Drama: Attorneys might use metaphors like “smoking gun” or “trial by fire” to convey the intensity of legal proceedings.
    • Legal Precedent: Judges might use metaphors like “building a case” or “laying the groundwork” to describe the process of establishing legal precedent and interpreting the law.
• Psychological Counseling and Therapy:
  • Therapists and counselors use metaphorical thinking to facilitate insight and understanding in clients.
    • Journey of Healing: Therapists might use metaphors like “walking a path” or “crossing a bridge” to describe the process of personal growth and emotional healing.
    • Inner Conflict: Counselors might use metaphors like “inner demons” or “emotional baggage” to help clients explore and address unresolved issues and conflicts.

Key takeaways

• Metaphorical thinking is a mental process connecting two different universes of meaning and is the result of the mind looking for similarities.
• Metaphorical thinking unearths the hidden connections between problems, objects, or situations in a way that is creative or even poetic.
• Metaphorical thinking was used to introduce less-understood technological products such as the mouse, desktop, and Windows operating system. The concept can also be used to increase new product visibility and consider a problem from multiple points of view.

Metaphorical Thinking Highlights

• Definition: Metaphorical thinking is a cognitive process that involves making comparisons between qualities of objects typically considered separate classifications. It connects two different realms of meaning by identifying hidden similarities.
• Expert Metaphorical Thinking: Expert metaphorical thinkers can creatively perceive connections between seemingly unrelated classifications. This is achieved by recognizing shared characteristics, which is a natural tendency of the human mind.
• Creativity through Metaphorical Thinking:
  • Identifying Similarities: Metaphorical thinking identifies similarities between disparate problems, leading to new insights and potential solutions.
  • New Context Exploration: It examines problems from different contexts, revealing alternative perspectives and innovative approaches.
  • Outside Comfort Zones: Metaphorical thinking pushes individuals outside their comfort zones, enabling them to question assumptions and biases for novel solutions.
• Application in Business:
  • Making the Strange Familiar: Businesses help consumers understand the unfamiliar by comparing it to relatable concepts. Technology product names like “mouse,” “desktop,” and “Windows” used metaphorical thinking to bridge understanding gaps.
  • Making the Familiar Strange: Organizations use metaphors to provide fresh perspectives on familiar topics. Marketing campaigns can leverage metaphors to encourage consumers to try new products or approaches.
• Brainstorming with Metaphorical Thinking:
  • Brainstorming sessions can employ metaphors to approach problems differently.
  • New Point of View Technique: Imagine solutions from the perspective of professionals in unrelated fields.
• Key Takeaway: Metaphorical thinking is a powerful cognitive tool that uncovers hidden connections between disparate concepts, fostering creativity, fresh perspectives, and innovative problem-solving. It is widely applicable in business and various problem-solving contexts.