The Tall Lady With the Iceberg: The Power of Metaphor to Sell, Persuade & Explain Anything to Anyone (Expanded edition of Metaphorically Selling)
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Tall Lady With the Iceberg uses the power of metaphor to break through in a noisy world and sell, persuade, and explain anything to anyone.
consumers will enjoy tomorrow. First, I present the message of the slide. Then I show the slide again, but this time with an image of an iceberg alongside the text, and I say: “The services we have today are just the tip of the iceberg. But the services below the waterline, the ones still being developed, will really change the industry.” Then I ask the group which slide resonates more with them. Invariably, without exception, they choose the second one—because of the iceberg image. I make the
recognizing how true that is. Once you discover your inner “Metaphorian,” it will forever change and improve the way you communicate. Go forth, imagine, and prosper. “The mind never thinks without a picture.” —Aristotle Introduction The $1.2 Billion Metaphor IN 1980, LEE IACOCCA went to Congress to get $1.2 billion in loan guarantees for the then failing Chrysler Corporation. Congress was not interested in a bailout, which is how it perceived the loan. Iacocca cleverly changed that
billion).1 (Ring those [money] bells!) In 1997, a Lamborghini cost $249,000. That equaled 2 Aston Martin DB7’s, 6 SAAB SE Turbo convertibles, 15 Toyota Camry CEs or 29 Hyundai Accents. (How many do you want?) Stephen King asked for a $17-million advance for Bag of Bones. To put that into perspective, Ernest Hemingway received only $16,000 for A Farewell to Arms. (Pick up your pen.)2 Emotionally Charged Issues Magnify the Result Is a performance ratio of 99.9 percent good enough? One-tenth of
must be careful not to… Negative people are toxic to a staff’s morale. It is wise to let them go before an epidemic of negativity breaks out. Like walking on eggshells Like an elephant trying to balance on a tightrope Like eating soup with a fork As difficult as putting barbed wire into a paper bag Like trying to nail jello to the wall Like shaving whipped cream off an inflated balloon Like trying to catch the wind Like mounting a defense in a paper fortress Like going through a
balancing on a high wire without a net What was the wind at our backs has become wind in our faces… …is a time bomb (e.g., An aging population is a demographic time bomb which will destroy our economic growth if we don’t plan for it.) IMPACT Like a tsunami IMPOSSIBILITY Even Sea Biscuit couldn’t win a race with a 400 pound jockey on his back IMPROBABILITY Like lovemaking between porcupines INATTENTION Husbands are like fires. They go out when unattended. —Zsa Zsa Gabor INCOMPETENCE