Metaphors are recognized as necessary element in creativity and the development of new approaches to research objects. A metaphor allows an object to be perceived and understood from the viewpoint of another object. It thus creates a departure from literal meaning and offers a new awareness. A good metaphor depends on an appropriate mix of similarity and difference between the transferred word and the focal one. Where there is too much or too little similarity or difference, the point may not be understood.

A frequently used metaphor for organizations is the pyramid. The pyramid-like organization is characterized by its broad base, and a linear reduction in volume for every layer until the organization at the very top ends in a sharp point, at which there is (normally) only one person. This person is then seen as residing at the ‘top’, having a ‘very high’ position, being in command over those at the ‘bottom’. Metaphor can be seen as a crucial element in how people relate to reality. When people refer to culture, very different metaphors may be used.

The most frequently expressed advantage of metaphors is their ability to develop new ideas and guide analysis in novel ways. Metaphors can be used in communicating insight to others, for example as part of the production of scientific texts. People in organizations may also use metaphors to express their experiences, which helps facilitate understanding. Metaphors work as data-reducing devices and cultivate tolerance for alternative approaches.

A focus on metaphors may facilitate examination of the basic assumptions of a particular concept or phenomenon. Despite the benefits that the use of metaphors appears to offer the study of organizations, it also presents some problems. As in the case of culture, the very popularity of metaphors can lead to superficiality. Culture’ easily refers to everything and nothing, as is the case with many other popular terms, such as strategy, branding and leadership.