Persuading dubious executives to embrace new product ideas can be like convincing skeptics to climb aboard an invisible broomstick – they want to see it and watch you levitate first before they’ll buy a ticket to that joyride. Often, this means creating time consuming mockups or prototypes for a magical concept they may not ultimately back. To avoid squandering resources, you must pitch your vision mainly with numbers and words. This is where the enchantment of  analogies comes in. It's akin to pulling a rabbit from a hat – it makes the abstract tangible and real.  A well-crafted  analogy can be the difference between a bewildered head shake or turning those skeptics into true believers.

The Tale of the Pink Elephant & the Analogy that Saved Me

Let me share my cautionary tale: a while back I sat in a room with 20 company leaders, tackling how to boost innovation and adaptability. In my view, a big pink elephant was going unaddressed. Our culture penalized mistakes, stifling creativity and risk-taking. I tried explaining the need for intentional time to experiment without fear of consequences, but the intent of my message was lost. Instead all they heard was me championing “fear”,  “failure” and “mistakes”.

Fortunately, the COO rescued me with a clever analogy: “It's like teaching a teenager to drive. You start in a Walmart parking lot at night, not on a freeway during rush hour." The light bulbs lit up, and then we were able to discuss how we could create safe spaces for learning and experimentation, just like that Walmart parking lot.

The Science Behind Why Analogies Work

A good analogy can help replace the reticence and frustration of trying to understand a new idea but what is happening on  a neuro level is just short of magical.

When we're exposed to a story or analogy, our brain kicks into action. Different parts of the brain that control movement, senses and thinking get triggered and something extraordinary starts to happen. The brain begins firing in patterns similar to the person telling the story! The speaker and audience “sync up.”  This phenomenon is called "neural coupling. It's akin to hearing a familiar song come on the radio and suddenly you are just tapping along to the beat. You just are attuned to the groove. 

In addition to the vulcan mind meld, a good analogy is like candy for the brain. When you hear a charged story or analogy, the brain gets a dopamine reward. This dopamine boost not only heightens satisfaction but also improves memory and recall. It's why those well-structured TED Talks stick with us like that catchy tune.

As product and design leaders, mastering the art of analogies can be our key to unlocking adoption of pioneering ideas, converting skeptics, and driving transformative change. So, next time you're in a room with skeptical executives, remember the magic of a well-crafted analogy – it might not only persuade them to board the broomstick but also to invest in a whole fleet of visionary rides.