“Business Coaching” with Andrew T. Austin
Whilst presenting this work to various business groups, the most common comment was: “Where were you 20 years ago when we needed you?”
“I’ve never thought about it like that before!” — The most frequent client feedback.
The Forensic Power of Metaphor
Many business problems can be uncovered quickly using the metaphor models. Imagine you are a loan manager. A director of a small company with 5 employees requests £50,000. When asked what the money is for, he says:
By extrapolating this single phrase, we reveal the hidden psychological architecture of the business:
- An injection suggests the money is acting as medicine.
- If medicine is needed, the business is ailing (ill).
- If it is ailing, it is treated as a living thing with a life of its own.
- The owner sees the business as their “baby.”
- The owner acts as a Parent, not a Company Director.
- The owner sees the Loan Manager as a Doctor, not a financier.
Beyond the Business Plan
You can perform all the usual risk assessments and request precise business plans, but the phrase “cash injection” has already revealed the truth.
A “Parent” will lose any amount of money in order to keep the “baby” alive.
“The rest is easy to fake, but metaphors usually occur outside of normal conscious awareness. A business plan can be written to tell you what you want to hear; metaphors reveal the author.”
Caution: He’s known to wear red trousers.
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Metaphors of Business is a forensic process that yields extraordinary insights into corporate identity, communication, and strategy.
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