Gareth Morgan

Ideas about organizations are always based on implicit images or metaphors that persuade us to see, understand, and manage situations in a particular way. Metaphors create insight. But they also distort. They have strengths. But they also have limitations. In creating ways of seeing, they create ways of not seeing. There can be no single theory or metaphor that gives an all-purpose point of view, and there can be no simple “correct theory” for structuring everything we do. The challenge facing modern managers is to become accomplished in the art of using metaphor to find new ways of seeing, understanding, and shaping their actions

Thanks to David Hoyle