while they often operate unnoticed, analogies aren't accidents, they're arguments—arguments that, like icebergs, conceal most of their mass and power beneath the surface. In many arguments, whoever has the best analogy wins.

But as my research progressed, it became clear that analogies do more than just persuade; they also play a catalytic role in innovation and decision making often with dramatic consequences. From the bloody Chicago slaughterhouse that inspired Henry Ford's first moving assembly line, to the "domino theory" that led America into the Vietnam War, to the "bicycle for the mind" that Steve Jobs envisioned as a Macintosh computer, analogies have played a dynamic role in shaping the world around us.

In sum, the art of analogy is the art of cultivating and communicating ideas-revealing fresh connections and relationships between things that are not only useful and make intuitive sense, but also bear up under honest scrutiny. Because while all analogies obscure complexity and some reveal simplicity, only the very best approach truth. The perfect analogy makes things as simple as possible, but no simpler.

when we think more rigorously about the analogies we encounter or employ, we become more able to challenge conventional wisdom and more creative in our problem solving. This in turn equips us to discover new, unexpected possibilities that just might be hiding in plain sight. Ultimately, people who become truly adept at analogy are better able to avoid costly missteps, free their imaginations, and persuade others more effectively.