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Metaphor is one of the most powerful tools for writers, but also technologists.
It goes far beyond comparison.
@gerogelakoff's "Conceptual Metaphor Theory" is the basis for understanding how every new technology gets adopted.
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![Metaphor is one of the most powerful tools for writers, but also technologists.It goes far beyond comparison. @gerogelakoff's "Conceptual Metaphor Theory" is the basis for understanding how every new technology gets adopted.[[ Thread ]]](https://pbs.twimg.com/media/EktlCX2XEAMJWi3.jpg "Metaphor is one of the most powerful tools for writers, but also technologists.It goes far beyond comparison. @gerogelakoff's \"Conceptual Metaphor Theory\" is the basis for understanding how every new technology gets adopted.[[ Thread ]]")
It goes far beyond comparison.
@gerogelakoff's "Conceptual Metaphor Theory" is the basis for understanding how every new technology gets adopted.
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1/ Conceptual Metaphor Theory says there is no such thing as an abstract thought.
We understand every concept, from businesses to relationships through metaphorical connections to things we've experienced in the real world.
We understand every concept, from businesses to relationships through metaphorical connections to things we've experienced in the real world.
2/ There are tons of examples of conceptual metaphor in tech:
- "Finix EATS into Stripe's business" → Businesses=animals, customers=food
- "Zoom has no MOAT" → Business=war, businesses=strongholds
- "TikTok's success is BUILT on their algorithm" → Businesses=buildings
- "Finix EATS into Stripe's business" → Businesses=animals, customers=food
- "Zoom has no MOAT" → Business=war, businesses=strongholds
- "TikTok's success is BUILT on their algorithm" → Businesses=buildings
3/ To understand anything, we must relate it to something we have experienced.
This is why it's so hard to conceive of the distant future. The further out you go, the less like today it is. https://twitter.com/mnolangray/status/1188987583365369856?s=20
This is why it's so hard to conceive of the distant future. The further out you go, the less like today it is. https://twitter.com/mnolangray/status/1188987583365369856?s=20
4/ Visionaries imagine the future (by thinking just a few more iterations beyond the present than everyone else).
Builders build the future.
Translators drive mass adoption by relating the future to the present through metaphor, backwards compatibility, and skeuomorphism
Builders build the future.
Translators drive mass adoption by relating the future to the present through metaphor, backwards compatibility, and skeuomorphism
5/ In order to bring people into the future you must migrate them from the present.
No company has mastered this more than Apple.
They used skeuomorphic design, representing apps on the first iPhone metaphorically as their IRL equivalents to help consumers understand them.
No company has mastered this more than Apple.
They used skeuomorphic design, representing apps on the first iPhone metaphorically as their IRL equivalents to help consumers understand them.
6/ After over a decade since skeumorphism, Apple is using the strategy again to transition the world to AR.
Their new semi-3D design language is the perfect transition between the 2D world of desktop and mobile to the 3D world of AR.
Their new semi-3D design language is the perfect transition between the 2D world of desktop and mobile to the 3D world of AR.
7/ In order to bring meat eaters into the meatless future, you can't just yell at them about animals until they eat salads.
You need an intermediary step (backwards compatibility), a skeuomorphic non-meat that feels like real meat - that’s @ImpossibleFoods.
You need an intermediary step (backwards compatibility), a skeuomorphic non-meat that feels like real meat - that’s @ImpossibleFoods.
8/ No one will be eating "beef" burgers or "chicken" nuggets in 2050, real or fake.
As alternative meats become the norm, the need for products to emulate real animals decreases.
As alternative meats become the norm, the need for products to emulate real animals decreases.
9/ Backwards compatibility is necessary for social media adoption as well.
In order for a product to grow, it needs to tap into an existing network.,
- Facebook utilized university email lists
- Instagram utilized Facebook
- TikTok utilized Instagram
In order for a product to grow, it needs to tap into an existing network.,
- Facebook utilized university email lists
- Instagram utilized Facebook
- TikTok utilized Instagram
10/ Building the future requires changing behavior.
Since humans can only conceptualize of things similar to what they've experienced, changing behavior requires metaphor.
Meet people where they are with backwards compatibility and skeuomorphic design.
Since humans can only conceptualize of things similar to what they've experienced, changing behavior requires metaphor.
Meet people where they are with backwards compatibility and skeuomorphic design.
11/ I wrote about conceptual metaphor and platform shifts in my newsletter @__socialstudies.
Smash that subscribe button if you enjoyed this thread https://socialstudies.substack.com/p/metaphors-we-build-by
Smash that subscribe button if you enjoyed this thread https://socialstudies.substack.com/p/metaphors-we-build-by
