Understanding and Utilizing Metaphors in Business Communication

According to Lewis (2007), “Metaphors are statements that make comparisons between objects, some literally spelled out, others implied” (p.119). Metaphors shape and define our way of thinking and are often common practices with businesses. How we effectively communicate depends on our word choice. Words, more specifically metaphors, bring what we are trying to say come to life. Therefore, metaphors are useful when trying to communicate ideas that are difficult to understand. They use familiar objects as their vehicles to “make a point or reinforce a point” (Miller, 2008, para 6 & 7).
This paper will look at the concept of the following business metaphors: business as a journey and my new venture. The history and reasons for these metaphors are given within this paper. Also, it examines the vehicle/tenor relationship, denotative and connotative meanings and the implications and effects of these metaphors.
Metaphors are useful in the business world because they build relationships with the target domain it describes. Journey can be associated with words like adventure, exploration, progress, process and venture. Similarly, the word ‘venture’ can mean a deal, enterprise, investment, undertaking

It is an idea conceived and put into action by creating a business plan. Subsequently, funds are secured for the initial and continued operation. An example of a type of start-up company is “brave new world or faster, better, cheaper” (Fertik, 2013, para 1). Fertik categorized new ventures into these two board categories. Although they both contain some type of risk, one would be more risky than the other. In the short run, faster, better, cheaper would be riskier. However, a brave new world would have more potential and long term risk that must be constantly managed. As a result, this type of investment would take you on a longer journey through its set-up procedures, goals and strategies via its business