HBR Guide to Persuasive Presentations (HBR Guide Series)

Use Metaphors as Your Glue

Metaphors are a powerful literary device. In Dr. Martin Luther King Jr.’s “I Have a Dream” speech, about 20% of what he said was metaphorical. For example, he likened his lack of freedom to a bad check that “America has given the Negro people . . . a check which has come back marked ‘insufficient funds.’” King introduced this metaphor three minutes into his 16-minute talk, and it was the first time the audience roared and clapped.

Presenters tend to overrely on tired visual metaphors instead of using powerful words to stir hearts. King’s speech would not have been nearly as beautiful if he’d used slides with pictures of bad checks and piles of gold symbolizing “freedom and the security of justice.”

For each point you ...