Deep metaphors are encoded unconsciously in every human at a very young age. Using the Zaltman Metaphor Elicitation Technique (ZMET), we can pull out the metaphors to understand how to construct our stories and how consumers are likely to respond to the stories. Zaltman’s seven metaphors, which represent 70 percent of all metaphors, are called the Seven Giants. They are balance, transformation, journey, container, connection, resource, and control.
