After reading that headline, are you visualizing a ball game or a talent show? If you're confused, the fault is mine, not yours. Mixing metaphors makes communication about as clear as mud.

Similes and metaphors engage an audience by comparing things in a memorable way: "The hail storm on our new conference center sounded like a mortar attack." Or: "Our sales force swarms the trade-show floor at every industry meeting, lighting at the elbow of every viable prospect for at least two minutes."

So far, so good. With comparisons such as these, we visualize a scene that engages, intrigues, or entertains.


But mixed metaphors like the following create a blank stare:

If you work here, you have to learn to swim with the sharks, or you'll be taking enemy fire before you know it. (Are they swimming or fighting a war?)

Our executives always want to run the ball themselves rather than pass it to staff. But if we're going to develop our managers, we need to set up a firewall and then permit them to make a few mistakes during their learning process. (Are they playing football or building a security system?)

Rule 1 in any sport: Keep your head in the game until the final whistle.

Rule 1 with any comparison: Keep your metaphor in mind until you finish the thought. And if you're delivering a speech or writing a proposal or white paper, consider keeping your metaphor alive throughout the entire presentation or document as a powerful tool to help your audience retain your key points.