"They began using analogies to make key points, such as "going fishing" for marketing or "bagging a trophy" for winning a new contract, and soon were brainstorming models for talking about their business in a way everyone could understand"

"So we started to use analogies. Marketing was like going fishing, and we would talk about what kind of bait we would use to get the fish to bite, what kind of fish to catch. People understood that….When we started sorting things out, none of other models worked….The dairy farm does it better. You didn't have to kill anything. It's about the right number of people. There are different product lines: ice cream, yogurt, cheese."