Origin & Source
This technique was first described in a seminal work on storytelling and narrative structure. It draws from decades of research into how audiences process and remember stories.
The underlying principle has been validated across multiple disciplines, from screenwriting to brand strategy and content marketing.
Source: Original research and academic publications
The Framework
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Find the Abstraction
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Apply the Bridge
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Test the Carry
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TV Ad - 60-second spot for a home mesh WiFi system
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
B2B SaaS - Homepage hero for a data observability platform
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
DTC / Personal brand - Explaining a coaching methodology
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
LinkedIn / Social - Post explaining product-market fit
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
Email subject + opener - Launch email for an AI writing tool
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
Sales deck - Explaining a zero-trust security architecture
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
Brand Strategy Usage
Category Creation Through Metaphor
Naming the new by anchoring to the known
Detailed strategy breakdown with step-by-step implementation guide...
Technical Product Simplification
Making the complex accessible
Detailed strategy breakdown with step-by-step implementation guide...
Brand Positioning Through Root Metaphor
One image that defines the brand
Detailed strategy breakdown with step-by-step implementation guide...
When to use
Explaining complex products or technologies to non-technical audiences
Positioning a new category by anchoring it to something the audience already understands
Sales conversations where the prospect doesn't share your technical vocabulary
Brand taglines and headlines where one image needs to carry a complex idea
When NOT to use
When the metaphor is a stretch and the comparison creates confusion instead of clarity
When your audience is technical and the metaphor oversimplifies or feels patronizing
When the metaphor has unintended associations that undermine your message
When you lean on the metaphor so hard that it replaces actual explanation - it should open the door, not be the whole house
Related storytelling techniques
Frequently Asked Questions
What is a metaphor bridge in storytelling?
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How do you find the right metaphor for your product?
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What's the difference between a metaphor and an analogy?
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Can a metaphor be too simple?
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How far should you extend a metaphor?
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