The backbone of any business, and its story, is its metaphor.

It’s the picturable image, the mindful impression of your what and why.

Subway espouses fresh when it comes to fast foods.

Wellington used to promote positive.

Coke’s bought its way to the idea of opening happiness.

You ‘see’ something when you hear their (very short) story.

Harry Mills of Aha Advantage has coined the term Gateway Metaphor to describe the effect you want your picturable image in such stories to have.

For example in the term Gateway Metaphor (itself a metaphor) – as well as having an abstract meaning, you can’t help but imagine some kind of gate, opened.

The abstract term understanding and ‘seeing’ happen in different parts of your brain simultaneously. Two ‘lightbulbs’ synergistically flash in your mind and we understand more deeply.

However, unearthing your own Gateway Metaphor is no walk in the park, (though doing so could help in discovering it).

Because you can’t brainstorm your way to a Gateway Metaphor.

You can’t make up your One Central Truth (OCT), the core of your Gateway Metaphor.

Your OCT is what you’re about, your raison d’etre, your purpose.

Understand this and you’re then able to tell your authentic story

This story discovery means converting your OCT into a ‘what and why message’.

It’s a heart and soul statement that’s required, rather than simply giving a passive description.

It is why a Million Dollar Message must be meaningful.That’s because your first, most important story has to do a lot of heavy lifting for your business:

• It’s your North Star for all your storytelling – website, blog, social media, speeches

• It provides an internal rallying call for your own people

• It is the answer at a BBQ to “what do you do?”, and more.

The unearthing and polishing of such a Million Dollar Message takes consideration.

It more likely than not requires a Gateway Metaphor, the vroom vroom term to weaponise your words.

This is why unearthing the right metaphor is key to not just to survival, but also believability.

By stating your story, as poetically as possible, you offer a promise – one that you know you’re capable of keeping.