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)
Doing Discovery:
https://www.amazon.com/Doing-Discovery-Important-Enablement-Processes/dp/B0B8RJK4C2/
Great Demo! Third Edition:
