James Geary gives a great TED talk on Metaphor. It’s definitely worth watching. We’ve been convinced of the power of metaphors, especially base metaphors in human systems and the way they govern behavior.
As Geary says, a metaphor is a way of thought before it is a way with words. They live a secret life all around us, according to him we utter 6 metaphors per minute. It’s therefore not surprising that they have a tremendous impact on how we see and behave in the world.