Corporate Metaphor
What did the client want to have happen?
This case study is based on eliciting the corporate metaphor. Many companies have created corporate mission and vision statements, but few have created a corporate metaphor. New Information Paradigms (NIP), a small software development company that specialises in knowledge management systems, is one that has.
What did we do?
With the assistance of consultant Caitlin Walker, each of the 16 staff identified a number of metaphors. For ‘the company and where it is going’, for ‘me as a member of NIP’, and for ‘my relationship to NIP and the way I would like it to become’. As a result an entire wall next to the coffee machine became adorned with Metaphor Maps.
After that, the staff were taught Clean Language so they could respectfully investigate each others metaphors. Next each of the company’s four teams were facilitated to incorporate the individual maps into a single group metaphor. With this accomplished the teams paired up to discuss areas of overlap, disagreement and synergy, finishing with an inter-linked, integrated or harmonised metaphor. Finally the four teams combined to produce a composite corporate metaphor. The result was a far better understanding of how they could work together and what they were collectively trying to achieve.
What happened next?
Sales. NIP found that “meetings are shorter, more constructive and we reach a common understanding quicker,” “we are more able to remain objective,” and “it allows people to access their emotions without having to be overt about it.”
Caitlin added that the process gave them another perspective from which to spot agreement or problems. One group metaphor contained a river, and when they saw
there was no way for people get across, they realised that’s the problem!
Recognising a good thing, the company devised their own applications. Now, when NIP customers have difficulty specifying their requirements, the sales team use Clean Language to help them create metaphors for what they want.
If you would like more information about this process or how we could work with your teams please contact Caitlin Walker.
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