The Power of Analogies and Metaphors in Demos and Discovery – Part 6: Storytelling!

Ah, stories! 

 

The most effective communications leverage the power of stories. Archimedes noted:

 

“Give me a lever long enough and a fulcrum on which to place it, and I shall move the world.”

 

One might observe that where facts are the world, and analogies and metaphors are the fulcrum, stories are indeed the lever!

 

If your demo or discovery conversation is like a sixty-floor high-rise building, facts occupy the lower floors, with respect to memory and retention. The view is blocked and limited by surrounding structures, and the air is full of dust from the adjacent streets. Analogies and metaphors find comfortable lodging in the middle levels, enjoying improved views and fresh air. Up top, effective stories reside in the penthouse suites, experiencing sweeping vistas and stimulating breezes!

 

Chip and Dan Heath identified and characterized the key principles of stories and storytelling in, “Made to Stick: Why Some Ideas Survive and Others Die.” This terrific book should be required reading for anyone in a customer-facing role.

 

For a pragmatic guide on how to apply stories in your demos and discovery calls, see Chapter 14 in the Third Edition of Great Demo! and see the article on Effective Storytelling (links are in the Resources).

 

So far, we’ve explored examples and methods to generate, capture, and apply metaphors and analogies in our customer-facing interactions.

 

Next: What not to do!

 

 

Resources:

 

The Power of Analogies and Metaphors 

in Demos and Discovery Parts 1, 2, 3, 4, and 5:

https://greatdemo.com/blog/ 

 

Made to Stick: Why Some Ideas Survive and Others Die

https://tinyurl.com/24m4m5jm

 

Effective Storytelling in Discovery, Demos, and More

https://greatdemo.com/effective-storytelling-in-discovery-demos-and-more-a-never-stop-learning-article/

 

Examples of Metaphors:

https://blog.udemy.com/metaphor-list/ 

 

Examples of Analogies:

https://www.goodreads.com/quotes/tag/analogy 

 

Suspending Disbelief: A Collection of Sales, Presales, and Marketing Stories (and Lessons Learned)

https://tinyurl.com/yc7rsrmy 

 

Doing Discovery:

https://www.amazon.com/Doing-Discovery-Important-Enablement-Processes/dp/B0B8RJK4C2/

 

Great Demo! Third Edition:

https://www.amazon.com/dp/B0C9SNKC2Y/

 

Visual Aids and Props:

https://greatdemo.com/remarkable-demos-what-makes-a-demo-truly-memorable/

The Power of Analogies and Metaphors in Demos and Discovery – Part 5: Creating!

 

Manufacturing Metaphors and Accumulating Analogies

 

Some people can generate effective analogies and metaphors as needed, on the fly. Other folks may want to have a handful of prebuilt and tested examples to draw from.

 

If you are in the first group, congratulations! Your job is to generate, test, refine, and share the most successful specimens with your team.

 

For those of us in the second group, we need to use our eyes and ears to identify and capture engaging examples. Professional songwriters often keep notebooks handy to jot down interesting lyrics and melodies, so they don’t forget them. We can do the same for analogies and metaphors!

 

-       Any time you hear a terrific metaphor or analogy, write it down and include the context.

 

I watched with delight as a presales person used two plastic water bottles to model the impact of siloed data: When closed, there was no way to bring the data together, but when opened, they could be poured together into a cup, combining the information in ways that were previously impossible. Ahhh, refreshing!

 

-       Collect promising candidates from your reading and listening. From books and articles to podcasts and webinars, any time you come across something you like, capture it.

 

-       The web has numerous sources for metaphors and analogies, from simple examples to famous quotes. Take a look!

 

-       Poll your colleagues (particularly those who can create them on the fly). At your next team meeting ask, “Is anyone using any particularly effective analogies or metaphors?” It is likely that one or more of your team have some great ones!

 

When you actively listen for metaphor and analogy candidates, you awaken your brain and sharpen your focus. Imagine chatting with colleagues in a bar where a jazz band is playing softly: It’s the difference between ignoring the music vs realizing that the group is good and leaning in to listen intently to the sweet, sultry sounds of the sax!

 

Once you have captured examples you want to apply, here are some tips for daily use:

 

-       Like so many things in the Wonderful World of Discovery and Demos, practice is important! Rehearse your new analogies and metaphors in dry runs and role-play sessions. Get feedback from your peers on how they resonate and get comfortable with your delivery.

 

-       Next, test with real audiences and assess the impact. Are people nodding their heads? Does it appear that the ideas resonate with them? One of the best ways to determine success is when you hear your prospects and customers repeat and reuse the analogies and metaphors you shared with them!

 

-       Next, take a lesson from stand-up comedians: They test new material and if it works, they include it in their act going forward, refining and improving the “bit” with each delivery. And, of course, material that fails is scrapped. You can apply the same methods in your demos and discovery calls as well.

 

-       Finally, when you have material that really resonates, share it with your colleagues. Make it a virtuous feedback loop!

 

 

Next: What about stories?

 

 

Resources:

 

The Power of Analogies and Metaphors in Demos and Discovery Parts 1, 2, 3, and 4:

https://greatdemo.com/blog/ 

 

Examples of Metaphors:

https://blog.udemy.com/metaphor-list/ 

 

Examples of Analogies:

https://www.goodreads.com/quotes/tag/analogy 

 

Suspending Disbelief: A Collection of Sales, Presales, and Marketing Stories (and Lessons Learned)

https://tinyurl.com/yc7rsrmy 

 

Doing Discovery:

https://www.amazon.com/Doing-Discovery-Important-Enablement-Processes/dp/B0B8RJK4C2/

 

Great Demo! Third Edition:

https://www.amazon.com/dp/B0C9SNKC2Y/

 

Visual Aids and Props:

https://greatdemo.com/remarkable-demos-what-makes-a-demo-truly-memorable/

The Power of Analogies and Metaphors in Demos and Discovery – Part 4: Understanding!

Why use analogies and metaphors? Understanding!

 

Have you ever found yourself struggling to explain what a new technology enables to non-technical people (including some executives)? Did you ever get frustrated when they didn’t “get it?”

 

The “…a year’s research in the palm of your hand…” example (previous post) was the starting point for introducing a ground-breaking technology. We were offering systems that enabled scientists to complete the same number of experiments that traditionally consumed a full year in one to two weeks.

 

Our prospects often had a hard time embracing this possibility, so we generated and used a few analogies:

 

-       “It’s like changing from hand tools to power tools driven by computer-aided design software.”

 

-       “It’s like a large food market moving from a single check-out counter to having dozens. Your throughput increases and your customers are much happier when their wait time drops down to nearly nothing!”

 

-       “It’s like a beverage maker upgrading from filling a single bottle at a time to doing 96 bottles simultaneously, including sealing and applying the labels. Think about how pleased the beverage team is going to be when they finish bottling in a single day vs taking weeks and how delighted their customers will be when those tasty beverages are made available more broadly!”

 

These analogies leverage existing concepts to make new ideas accessible. So, analogies and metaphors improve both retention and understanding. The next question is, “How do we put them together for our offerings and prospect situations?”

 

Next: Manufacturing Metaphors and Accumulating Analogies!

 

 

Resources:

 

The Power of Analogies and Metaphors in 

Demos and Discovery Parts 1, 2, and 3:

https://greatdemo.com/blog/ 

 

Suspending Disbelief: A Collection of Sales, Presales, 

and Marketing Stories (and Lessons Learned)

https://tinyurl.com/yc7rsrmy 

 

Doing Discovery:

https://www.amazon.com/Doing-Discovery-Important-Enablement-Processes/dp/B0B8RJK4C2/

 

Great Demo! Third Edition:

https://www.amazon.com/dp/B0C9SNKC2Y/

 

Visual Aids and Props:

https://greatdemo.com/remarkable-demos-what-makes-a-demo-truly-memorable/ 

The Power of Analogies and Metaphors in Demos and Discovery – Part 3: Examples!

 

Here are some examples I’ve heard in demos and discovery conversations, with the fact presented first, followed by the analogy or metaphor. First specimen:

 

“We have a broad range of reports.”

 

Nothing particularly remarkable here, is there? A different vendor offered:

 

“You can choose from a broad range of reports. It’s like having a supermarket of reports, including fresh meats and fish, arrays of vegetables, rice and pasta, eggs and dairy, exotic canned goods, chips, and cookies. If you need it, your desired report is likely here. Bring your shopping list!”

 

“…A supermarket of reports…” Much more memorable!

 

Another example:

 

“You can set search filters to find exactly what you need.”

 

Boring and unremarkable. Now, here’s an analogy that is a bit more, um, pointed:

 

“People talk about how hard it is to find ‘a needle in a haystack.’ Well, this search capability is like a powerful magnet precisely extracting that iron needle in a fraction of a second…! Haystack of data? No problem!”

 

“…A powerful magnet…” I want one of those…!

 

Another example, for software that automates various workflows:

 

“We automate your manual processes…”

 

ZZzzzzzzz…. Here’s an alternative, nicely “crafted” description (I know the author)!

 

“It’s like the difference between a team of workers laboring with hand tools, slowly building cabinets and fixtures vs equipping your team with state-of-the-art computer design driving integrated power tools. They not only produce beautiful works in a fraction of the time but also improve the craftsmanship and quality!”

 

“…State-of-the-art computer design driving integrated power tools…” Wow!

 

Finally, an example from my distant past, with respect to applying combinatorial chemistry and high-throughput screening to pharma and materials science research. We would say, while holding up a 384-well micro-titer plate as a visual aid:

 

            “It’s like doing a year’s research in the palm of your hand…!”

 

Facts are boring and unappetizing. Spice up your demo and discovery descriptions with a generous seasoning of analogies and metaphors. Make it a memorable meal…!

 

 

Next: Why use analogies and metaphors? Understanding!

 

 

Resources:

 

The Power of Analogies and Metaphors in Demos and Discovery Parts 1 and 2:

https://greatdemo.com/blog/ 

 

Suspending Disbelief: A Collection of Sales, Presales, 

and Marketing Stories (and Lessons Learned)

https://tinyurl.com/yc7rsrmy 

 

Doing Discovery:

https://www.amazon.com/Doing-Discovery-Important-Enablement-Processes/dp/B0B8RJK4C2/

 

Great Demo! Third Edition:

https://www.amazon.com/dp/B0C9SNKC2Y/

 

Combinatorial Chemistry:

https://en.wikipedia.org/wiki/Combinatorial_chemistry

 

High-Throughput Screening:

https://en.wikipedia.org/wiki/High-throughput_screening

 

Micro-Titer Plate:

https://en.wikipedia.org/wiki/Microplate

 

Visual Aids and Props:

https://greatdemo.com/remarkable-demos-what-makes-a-demo-truly-memorable/

The Power of Analogies and Metaphors in Demos and Discovery – Part 2

Why Use Analogies and Metaphors? Retention!

 

Facts are boring, whether new or old, and they aren’t memorable on their own. Here’s an example: Crows fly at about 25-30 mph (40-48 km/h). Not particularly noteworthy on its own, is it?

 

However, when you tie that fact to an existing, already-known concept, it can be understood and retained much better. Let’s try this again: Crows fly at about 25-30 mph (40-48 km/h), what else flies at that same speed?

 

As you read that, this time you compared that speed to other moving objects that you already know. 25-30 mph (40-48 km/h) is close to the typical speed of a car driving in a residential or built-up area (well, according to the speed limit signs!).

 

Analogies and metaphors leverage existing memories, concepts, and relationships, making the new ideas much more memorable. Our crow’s speed is analogous to the speed of an automobile travelling through a residential or built-up area.

 

If you simply present your capability (a “fact”), typical audiences don’t retain it. Facts by themselves are flat and lackluster; they don’t stand out. They are unremarkable and are correspondingly difficult to remember. In traditional demos, at best you can expect your audience to remember only 30% of what is presented!

 

Analogies and metaphors that leverage existing concepts are far more “sticky,” forming memories that last longer and are easier to recall than facts.

 

Next: Examples!

 

 

Resources:

 

The Power of Analogies and Metaphors in Demos and Discovery Part 1: 

https://greatdemo.com/the-power-of-analogies-and-metaphors-in-demos-and-discovery-part-1/

 

Leveraging Attention-Retention Curves in Demos:

https://greatdemo.com/leveraging-attention-retention-curves-in-demos/

 

Suspending Disbelief: A Collection of Sales, Presales, and Marketing Stories (and Lessons Learned)

https://tinyurl.com/yc7rsrmy 

 

Doing Discovery:

https://www.amazon.com/Doing-Discovery-Important-Enablement-Processes/dp/B0B8RJK4C2/

 

Great Demo! Third Edition:

https://www.amazon.com/dp/B0C9SNKC2Y/