Schlagwort-Archive: Metaphor

The bait – the ideal metaphor for an appeal

Experienced anglers have a variety of baits available: spinners, wobblers, jerk and swim baits, streamers etc. Basically, these baits attract fish by simulating food. Instinctively, the fish reacts, snaps it and is hooked on the hook. The bait is selected depending on the fish one wants to catch. Anglers know that the bait has to appeal to the fish, not the angler. In the same way influence groups act, who want to attract attention of a certain target group.

Even if there is a certain amount of reserve in daily business of luring target groups, everybody is consistently using marketing means in sales, in a presentation, in budget discussions, in team building, in the appraisal interview, etc.
The following four points are applied.

  • Natural triggers
    Most effective are the stimuli that are part of the human nature. These include, for example, the reciprocity rule and the scarcity principle. The reciprocity rule uses small presents that oblige unconsciously the recipients of the gift to make a reciprocal gift – and already the cup of coffee at the barber pays off, since it stimulates for two additional treatments. The scarcity principle often shows up in high-quality offers. The interest increases when the availability is going down. If luxury goods sellers are reducing their offers, customers accept increasing waiting times and prices – and spent gladly the night before the sales opening on the street, only to be among the first, who are allowed to buy the new product without any price reduction. They even become skeptical, if the luxury good is immediately available without limit. Accordingly, the angler uses the natural attraction of known baits to attract a certain fish.
  • Personal advantage
    The personal advantage goes from monetary benefits, to personal acknowledgement, to sensual well-being. For creating the financial stimulus response, all it takes is a sign with one of the following hooks: SALES, UP TO 50% REDUCED or 3 FOR 2. For attracting personalities all it needs is a bouncer, who opens respectfully the door for selected people or forbids the entry to others. The bodily well-being uses our sensory channels to attract and retain us – an appealing illumination and coloring of the location, the pleasant, discreet background music, a high quality floor covering that lets you hover, a meaningful atmosphere that gives you enjoyable exhalation, to the small food samples, which act at the same time as a natural trigger. Even the fish seems hoping for fat prey.
  • Mental association space
    You can not look into the mind of the target group. However, due to behavior, language, and appearance, one can derive certain assumptions that can be incorporated into linguistic magnets that push the target audience in the desired direction. The assumptions can cast linguistic baits, which prepare the target audience for an offer. For example, your competitors know that services like ours have their price – a high price is not surprising. No one said we were cutting jobs. Jobs may be cut back. Next month our prices will rise. Benefit from the currently lower prices. We also offer televisions. There seems to be more. If everyone were able to join in, then … Someone does not seem to be able to. At the moment, I can not exclude that one or the other anglers talk to their prey with magical formulas.
  • Ease of use
    All those offers are enticing, which are usable without a lot of preparation. For this purpose a clear and simple usage, which is understandable for different characters, is just as important as the simple connection to the personal environment. If an Internet radio has obvious controls that have a unique function and is easy to integrate into the home network, then it’s appealing. For the fish, the bait becomes a temptation, because it does not escape and therefore is easy to catch.

Bottom line: The angler attracts the fish with a specific bait. Also in everyday life people have to be won over and over again for something. The required attraction can be generated through the use of natural triggers, the offer of personal benefits, the utilization of the mental association space, and the ease of use. The lure is oriented on the characteristics of the target group as in fishing. Since people call these marketing measures often luring, the bait is the ideal metaphor for an inducement – and as long as this attraction is used for ethically acceptable goals, nothing speaks against it.

Game rules – the ideal metaphor for the elements of Governance

All team sports have the playing field, the types of player, and the rules of the game in common. From the beginnings of football in China, 4000 years ago, rules are not passed on. However, it is believed that it was initially a training program for soldiers. From less than 1800 years ago, rules are known, which had to get control on the physical powers of the players’. Then, for over a thousand years, the game was forgotten in Europe. The restart in 1848 began immediately with the establishment of football rules, which are refined until today. They include a specific culture, the distribution of the playing field, general parameters and possibilities for sanctioning, as well as clear roles. The actual game is developing within this framework in thrilling variants – the same way as the business in the framework of the governance. This text also expands the purpose of the Governance!

The governance provides the following elements: the principles, the business alignment, various definitions and above all defined roles.

  • Principles
    In soccer the fair play, the compliance, as well as the aggressive and defensive strategies are common principles. In business they define the culture and the self-understanding of a company. They should answer the following questions: Where are we within 10 years? What are our characteristics? Where are we from? What is our history? Why do we exist? What’s our purpose? What makes us successful? What’s our USP? How do we see ourselves? What are our values and beliefs? What are the attributes of our products? The principles behave like cement that stabilizes the mortar in a way that it holds together.
  • Business alignment
    The teams agree on which half of the playing field is assigned to which team. The objective is to score a goal. Also in business the areas come to an agreement – endorsed by the leading team. The following aspects are important: What is the purpose of the unit? How do we exchange our ideas? How do we cooperate? Which roles (TAR) are available? How to find an agreement? The business alignment works like the mixture ratio of sand, lime and water that depend on the usage.
  • Glossary
    The different sports have comprehensive, special jargons, which one has to learn. The business also uses a special vocabulary. The glossary determines this terminology of the company. Therefore the following questions are important: Which terms are crucial for the cooperation? How do we get clear formulations? How do we guarantee completeness? When is a term described correctly? Also mortar consists of a set of terminology that describes the variants (e.g. masonry mortar, plaster mortar) as well as the components (e.g. sand, lime).
  • Critical success factors (CSF)
    The game is determined by factors that the coach wants to improve through intensive preparation, e.g. passes, goal accomplishment and other standard situations. In business the CSFs are the key figures of the success that are crucial for surviving and which improve the competitive ability. In the following areas the threatening aspects can be found: within the processes, in the market, at the customer side, within the applied technologies, within the information, within leadership etc. You also have to take care of certain CSFs, when you use mortar, e.g. the temperature or the mixing ratio.
  • Metrics
    In team competitions the scored points, i.e. goals or baskets, are the ultimate measure. The more comprehensive metrics in business provide generic metrics. Based on a Balanced Scorecard the growth, customer and financial perspectives as well the internal perspectives such as status of the life cycle, the processes, the quality and the governance are described. The relevant metrics are for example the individual mixings of the mortar.
  • Guidelines
    The rules of the game in football are globally valid and evolve continuously, as one can see in the video replay referee. The guidelines in the company are more extensive, cover all fundamental regulations and are reachable to all members of the unit. The older the enterprises, the more rules have been accumulated concerning organization, personnel, report system, laws, values, and the management of IT, risks and changes. The same way various use cases determine the composition of the mortar.
  • Roles
    Striker, goalkeeper, referee and linesman are an extract of the roles in soccer. In business, the roles provide a generic approach to individual job descriptions. They consist of tasks, authority and responsibility. Tasks are well defined, if the functions, goals, processes and available resources are clear. The authority regulates the powers concerning decision, control, information etc. The responsibility determines the qualities that should be fulfilled, like completeness, correctness or timeliness. There are also various roles when you use mortar: brick layer, master of concrete, foreman, etc.

Bottom line: Governance, with its principles, business alignment, general determinations and roles, provides a simple basis for the interaction of the different areas. Game rules, as in football, provide similar definitions like e.g. the marked out playing field and the roles of the different participants. For that reason, the game rule is an ideal metaphor for the components of governance.