Blog

If you’ve worked in content for any amount of time, you know it can be hard. Really hard. It can feel like you’ve been hired as a property manager, but you’re also needed as a structural engineer, contractor, builder, electrician, and interior designer. If you immediately understood how overwhelming that would be, you’ve experienced the power of an intentional analogy. 

An analogy is the comparison between two things that would otherwise appear dissimilar. For example, you might refer to a large undertaking by saying: “This is a marathon, not a sprint.” Here, you’re comparing the endurance and perseverance needed to complete a big project to what’s required for long-distance running. Big projects and running aren’t inherently similar, but they appear so because of the analogy. 

The appearing so is where the magic happens. When I talk about an intentional analogy, I’m simply referring to the use of comparison for a specific purpose or goal. In this post, I’ll define and deconstruct intentional analogies, explore why they’re uniquely effective, and suggest ways to use them in your own work. By doing so, I hope you’ll walk away feeling inspired to combat complexity, break down barriers to understanding, and tackle those tough but critical conversations.

My analogy backstory 

When I joined my current company, I was coming from 13 years at a small liberal arts college where I wore many hats. The move to this position was intended to narrow my focus to content strategy and management, and yet, for months, I struggled to understand what my job entailed and where I fit in. No one knew what to expect of me, and worse, I didn’t know what to expect of myself. I felt inefficient and aimless. 

One day, in the midst of this, I was out kayaking in the Finger Lakes of New York, ruminating on my perceived failures. As I paddled past numerous lakeside properties, a thought came to me. Maybe I could frame my challenges differently. I stopped paddling and pulled up the Notes app on my phone. What I wrote became the basis of the analogy that I opened this post with. 

The essence of the analogy was this: I was hired as a property manager, and as such, I was responsible for overseeing day-to-day operations, ensuring consistency, troubleshooting problems, and exploring strategic growth opportunities. However, in the course of that work, I discovered the property needed more than a manager; it required the talent and skills of an entire construction industry. 

I ended the note in my phone with the following: Stop beating yourself up. You were hired as a property manager. Don’t expect yourself to be a certified structural engineer just because you’ve realized the property needs one.

That final statement lifted a massive burden off my shoulders. It helped me see my situation in a new light and offered a more effective way to discuss it with others. Let’s take a look at why this works.

Analogies create emotional safety and defuse defensiveness

Thinking in terms of a property manager trying to do the work of an entire construction industry allowed me to consider my circumstances without the emotional baggage of self-doubt, self-criticism, and self-deprecation. It depersonalized the situation. This thinking becomes even more powerful when used while communicating with others. Using intentional analogies puts situations and challenges in neutral territory. It lowers the emotional intensity dial and reduces the reflexive need to defend individual disciplines. It also conveys a willingness to meet others in a novel way. This alone can break the tension and spark creative problem-solving. 

Analogies level the playing field

By framing my situation in terms of property management, I invited others into the conversation. I could’ve discussed my challenges in terms of non-existent content ownership, a lack of a cohesive content strategy, loose style guide adherence, rogue changes to information architecture, and a decade of legacy content. But doing so would only make sense to my content colleagues. Instead, the analogy I used provided a shared mental framework, putting everyone in the conversation on the same level. 

Analogies engage the senses

My analogy was visual. Others could imagine this property and mentally “see” what would happen if the manager was also responsible for plumbing, electrical work, and interior decoration. Clearly, nothing good!

Crafting your own intentional analogies

My origin analogy helped me gain a better perspective and communicate more effectively with others. Here are some suggestions to help you get started with using intentional analogies in your work.

Consider where an analogy is most needed

Ask yourself the following questions:

• Do you have a project that you just can’t get traction on? 
• Are you struggling to explain what you need and why you need it?
• Is there a situation where people are swirling or struggling to get on the same page? 

If you answered yes to any of the above, it may be time for an intentional analogy. I’ve used analogies in every aspect of my work, from explaining the basics of content strategy to discussing workflow challenges and securing buy-in for specific content deliverables. 

My favorite go-to analogy is one I use when I get a late-in-the-game content request for an already floundering project: “I can frost a moldy cupcake, but I can’t guarantee it will taste good.” 

I’ve used this analogy so many times that I’m no longer sure if I created it myself or if I got it from someone else (please reach out if you are the originator of this gem, and I’ll happily give you credit). Also, note to self and readers: it’s probably best to refrain from comparing a project to a moldy cupcake unless you’re sure everyone in the conversation is aware of the mold — which leads me to my next suggestion.

Understand your audience

There’s no use crafting the perfect football analogy if your audience doesn’t know a touchdown from a two-point conversion. You want people to feel empowered and engaged, not embarrassed by their lack of knowledge in another field.

Here are a few questions to consider:

• Is there a subject that everyone will understand?
• Are there any themes that will offend or alienate? 
• What topics do I know enough about to create an effective analogy?  

I’ll admit that I don’t always follow that last point myself. I’ve attempted analogies in subjects for which I have only the most cursory of knowledge. Namely, football. Which leads me to my next suggestion.

Try an analogy, even if it falls flat

I can’t count the number of times I’ve said the words, “It’s like [insert analogy attempt]…” only to realize mid-sentence that it’s not like that thing at all. But sometimes a special thing will happen. Another person will pick up on my attempt and run with it. They’ll say, “Or maybe it’s like [insert actual appropriate analogy]…” and we’re off to the races. 

Invite participation 

We all know how good it feels to be asked for our ideas, opinions, and feedback. Crafting analogies is no different.  

Here are a few prompts to try:

• Where is this analogy resonating with you? 
• Where is it falling flat?
• Is there anything you would add, change, or emphasize based on your own experiences?

One of my favorite co-created analogies started as a conversation about standardization with a UX partner. While brainstorming ways to get buy-in for a design system, we kept circling back to the concept of food. At one point, we had an entire Mural board of sticky notes outlining the similarities between a fictional restaurant and our web properties. 

Here’s a small taste of the resulting analogy: “Think about a meal from your favorite restaurant. Most likely the quality of the dish is consistent each time you visit and regardless of who prepared it. Standard ingredients and recipes allow restaurants to deliver quality meals night after night in the same way that design systems allow companies to deliver quality experiences to their users at every touchpoint.”

The best part of this co-created analogy was its adaptability. For those in our audience concerned about cost, we highlighted the efficiencies gained by using standard “ingredients” (also known as reusable components). When the topic of scarce development resources came up, we emphasized the reproducibility of “recipes” (pattern libraries) that any “chef” (developer) could follow.

In this case, analogy co-creation supercharged the outcome. Plus, it was fun. What more could you ask for?

Create an analogy playbook

Once I discovered the power of intentional analogies, I started collecting them. My current collection method is a plain Word document, where I jot down ideas for possible analogies, identify situations where an analogy might be helpful, and capture analogies as I encounter them in other areas of life. 

A recent entry was prompted by a project that I knew would require a content inventory and audit, a process my stakeholders had never heard of. A bit of context first. Being new to home ownership, I often think about my house and the projects I’d like to tackle. This also means I frequently see areas of overlap in my home “work” and my actual work. 

Here’s how I ended up describing what I needed from the group: “Let’s discuss the concept of a home remodel. Home remodels can be fun and exciting! There’s new furniture to pick out. Colors to choose. Patterns to consider. But you can’t remodel over your existing house. You must first consider what you already own and decide what you’re going to do with it. Will it fit with what you envision the remodeled space to look like? Will it be functional once the remodel is complete? This is the work of the content inventory and audit.”

When put this way, everyone in the group understood the value of the task at hand, and I didn’t hear a single complaint about what could be a tedious process. I consider that a win! Start looking for analogies in your own life, and you’ll have a playbook of inspiration in no time.

Tying it all together

I began using analogies to understand my own struggles, and it was game-changing for me. But what truly tipped the scales was learning to use this approach with others. Here’s the truth. Even with the best intentions, people are busy. They’re juggling their own projects, deadlines, and challenges. 

When you take the time to explore a topic or situation with an intentional analogy, you position yourself as an ally and signal your willingness to collaborate. You break down barriers to understanding and bring others into the conversation. By doing so, you share perspectives, strengthen relationships, and build trust. In my experience, this has made all the difference. I hope it will for you, too.