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Metaphors of Business

The most effective change work model available today? (only 25 seats available)

Van 28 maart 2014 t/m 31 maart 2014 komt Andrew Austin, de bedenker van IEMT naar Nederland voor een éénmalige workshop waarin je een bijzonder en krachtig nieuw model leert voor persoonlijke verandering en ontwikkeling en tegelijkertijd een mooi en krachtig model is voor het begeleiden van veranderingsprocessen in ondernemingen.
Deze 4-daagse workshop is geheel in het Engels en wordt gehouden in Utrecht en bekijk eerst eens wat het voor jou kan betekenen.

– Metaphors of Movement takes the guess work out of change work. It is a precision tool to help you home in on the client’s exact stuck point and how they are maintaining their problem state.

– Unlike other approaches that are intrusive, or covert, or discursive, once you understand the client’s unique metaphors, Metaphors of Movement gives you and your client lots of room for creative engagement. How far you go with ‘directing’ is entirely up to you, your style, your comfort level.

– Metaphors of Movement is much more empowering and effective for the client. Once past the initial work of unearthing their metaphors and directing them, clients awaken to their own beliefs, metaphors and stuck points, which triggers a series of rapid, self induced results. They get the ‘hang of it,’ and fast.

– The Metaphors of Movement models can be applied to both individual and corporate/organisation levels

Personal Change and Personal Development

With the Metaphors of Movement models, you will learn not only how to uncover your own metaphors, but how to engage them at a physiological and neurological level —a completely new approach to overcoming stuck states and creating effective movement towards our personal goals.

You will never hear language in the same way again!

In changework and therapy outcomes and goal setting is largely just fantasy. The key to personal change is not to focus on the outcome or goal, but rather to face the reality of where you are right now.

This is what some workshop participants who attended the four day program in Boulder, Colorado had to say:

“Andy’s MoM has infused me with new energy and perspective for the work I do. It has also given new life to the tools I already have.”

“Incredibly insightful and thought-provoking training. Andrew Austin is extremely entertaining, bold yet covertly compassionate, and skillfully models how to help chronic clients discover where they stand with their problems.”

Therapy and Healing

The Metaphors of Movement models can be applied to both individual and corporate/organisation levels. Most contemporary analysis involves an exploration of four main themes:

– Examples of the problem (what happens)
– Emotional responses to the problem (how we feel about what happens)
– The consequences of the problem (the effects of what happens)
– The diagnosis of the problem (what we call it)

But none of these explore the possible solutions that are inherent within the problem system.

“After working with their own Metaphors of Movement through these models, the experience people generally tend to describe is a sense of being more “awake.” So often we do not pay attention to our own communication, using metaphoric words seemingly at random that are in fact incredibly rich clues into our internal experience and strategies for moving through the world. Through attending to what we are each already saying, and to the underlying metaphoric structure, suddenly the way we maintain our problems is revealed, and we have the choice to change.”

“Andy provided four days of enlightenment for me to discover how I can take the client’s language as clues to what is needed. I have new tools for understanding metaphors. Even how amazing movement allows those “Ahas” of change. Change is what I see and know—change in how/what moves the client in life.”

“This training has helped me have a completely different view of all the training I’ve had to this point. My view of the world and others has expanded where I can fit so much more into it.”


The video below was from a Business Metaphors workshop in India, It’s nearly an hour long.  Apologies for the poor sound quality, we never actually planned on making it public at the time, but I thought it worth sharing here.

  • Metaphors of Business enables an accurate assessment of business identity…
  • Metaphors of Business enables a congruent message with that identity…
  • Metaphors of Business identifies conflicts between the medium and the message…
  • Metaphors of Business is a forensic tool that slices straight through the corporate-speak and buzz-words to find what is really going on…
  • Metaphors of Business enables precise workplace communication to bridge the gap between higher management and the worksforce…
  • Metaphors of Business is a radical approach that creates rapid and identifiable change.

Business Identity and Business Structure

There are many business models, but so many effective business models and management systems conflict with the mind sets of the people implementing them. These conflicts are often invisible and manifest in confusion and disorientation as managers struggle to explain what has happened.

An easy example of this is the manager who consulted us with the following problem. When asked to state in as few words as possible what the problem was, he replied, “My business does not seem to be going anywhere.

We enquired what his solution to this has been so far. He told us, “I have been building my business up for nearly three years and working hard building it on firm, solid foundations. I just don’t understand why it isn’t moving forward.

It is this conflict of the most basic business models that we find occurring so commonly. Something built on firm, solid foundations should not be moving anywhere.

The conflict is between “building” of business and “moving business forward.”
In examining the deep metaphorical structure of experience and the metaphors why which people understand their business to operate, the solutions to the predicaments can become remarkably clear remarkably quickly.

For example, a trainer for one large organisation reported to us that he was experiencing strong resistance from the work force to the implementation of the new directives from the senior management team (SMT). SMT had wanted their workforce to “feel more empowered” and the trainer was arranging workshops and study days to try and bring about this empowerment. We asked the SMT how they will know when their workforce were suitably “empowered” and how they would measure this.

The reply came back, “Because they will be on board with the new directives.”

This term “be on board” was met with loads of nodding and positive murmurs of agreement.

The trainer had even entitled his trainings, “Getting on Board the Bus” – a catchy title according to SMT and they had even provided a large banner of happy smiling people boarding the “management bus” with the slogan beneath that read, “Are you on board the management bus?”

We asked SMT, “So, you want your workforce to feel empowered….to be passengers?”

It’s a small detail, but an important one. In addition to this the image of a “management bus” did not match the image that the workforce held of SMT nor any of the systems of management that were being implemented within the organisation.


Other common metaphorical themes in business start up metaphors involve the following: 

Business as Agriculture

  • Planting seeds for new business
  • Growing a business
  • Expanding organically
  • Sowing new ideas and concepts
  • Taking a product to market
  • Seasonal variations
Business as Building

  • Building new business
  • Having solid foundations
  • Business plans and blueprints
  • Putting a new level onto the business
  • Taking it to a new level
  • Robust business that will stand the test of time
Business as a Vehicle/Ship

  • Driving business forward
  • Getting on board the new venture
  • Launching the new business
  • Using business as vehicle for success
  • On the road to success
  • Being at the helm
Business as a Journey

  • My new venture
  • Moving forward into new pastures
  • Taking this forward into a new future
  • My personal journey
  • On the path to success
  • Moving towards the target
Business as Violence/War

  • Our advertising campaign requires military precision
  • Hostile takeover
  • Marketing campaign
  • Moving in on competitor’s territory
  • Going head to head with competitors
  • It’s a minefield out there
  • We need to rally the troops
Business as a Rocketry

  • A quick launch
  • Blasting your profits skywards
  • Taking off to heady heights
  • Sky rocket to success
  • Rapid rise to success
  • Being on top
  • Being a rising star
  • Business is just flying


Data en tijden

De data van deze workshop is 28 maart t/m 31 maart en de lestijden zijn van 9:00 tot 17:00 en er zijn een aantal pauzes.


De 4-daagse workshop Methaphors of Business  vindt plaats in het Park Plaza Hotel in Utrecht.


De early bird investering voor het volgen van de 4-daagse  workshop bedraagt €499,- vrij van BTW en is inclusief koffie en thee en water t/m 31-12-2013. Daarna €599,-

Meer informatie

Als je nog meer informatie wilt hebben of specifieke vragen hebt of misschien wel een persoonlijke afspraak wilt maken, neem dan gerust contact op met ons op of schrijf je in.


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