Metaphor rocks. Metaphor tells your story. It turns imagination into image; picture into purpose; complex into simple; and memories into meaning.
Below is the famous painting, “American Progress,” by John Gast. In one simple 1872 painting, Gast tells the story of America’s move West. It’s the metaphor from the familiar to the frontier.
My Great Grandfather, Elias Atkins, was a leading industrialist and entrepreneur in both Indianapolis and Montana. In 1855, Elias started a saw apprenticeship that later became a global manufacturing company called Atkins Saw. By 1945, Atkins was the world’s largest manufacturer of hand saws. Gast finished this painting just before Elias moved to Glendale Montana in 1875 to start the Hecla Mining Company. Elias later moved back to Indianapolis, but not until his Montana metaphor became reality.
Some metaphor questions to ask yourself:
- What’s your story?
- How is the progress of your business?
- Are you seeking new frontiers?
- Is metaphor foundational to your marketing?
- Regardless of recession, are you turning risk into reward?
I enhanced my frontier in May of 2008 when I started Atkins Marketing Solutions. It’s one of the best decisions I’ve ever made. I love this new metaphor of marketing consulting and university teaching.
Let metaphor work for you. Find your canvas. Paint your progress. Then, tell your prospects & customers. Your story is far more powerful than you may realize…
Your metaphorical thoughts?
By Stuart Atkins
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