Changing organisations with metaphors

Draws on a consultancy project designed to reduce accident rates in four Danish sugar factories. Presents examples of metaphor use in the project and documents a steady decline in numbers and severity of accidents over time. Hypothesises that the use of metaphors is part of the explanation. Following a multi‐disciplinary review of the literature on metaphors, suggests that they can be harnessed in three ways: as tools for conscious, creative analysis; as ways of creating emotions; and as ways of fostering unconscious learning processes. Suggests that the effect in the sugar project is due to unconscious learning. Explains how this can happen and stresses the most important. Proposes that consultants use images, stories, narratives, and fairy tales to a larger degree and put less weight on formal conceptual learning when change is the issue.