A simple truth: metaphors shape human interactions. They are not just poetic writing tools, rather they’re the lenses through which we experience being part of a group dynamic. Today, they can help us understand the paradigm shift the digital economy is undergoing.

Using metaphors is a practical way to enact more humane ways of organizing. Our metaphors shape how we build communities, which in turn shape our technology and behaviors.

When used properly, metaphors enhance speech. But correctly dosing the metaphorical spice in the dish of language is no easy task. They ‘must not be far-fetched, or they will be difficult to grasp, nor obvious, or they will have no effect’, as Aristotle already noted nearly 2,500 years ago.