Where is the analogy? At the very end when the announcer says “In a sense, this is what we do. We bring together information, ideas and technologies and make them go where you want.“

This is an excellent example of how analogy can be used to communicate about innovation. One of the problems with trying to sell an innovation or even describe it to others is that, by definition, an innovation is new and people’s lack of knowledge of the innovation prevent them from fully understanding its benefits and function.

Analogy, by its very nature, uses the familiar to explain or make sense of the unfamiliar. This is why it is a common tool of educators.

By describing an innovation in terms of knowledge people already possess, it is possible to convey the essential characteristics of the innovation with a minimum of effort. This is done by tapping into the audience’s existing knowledge. This is absolutely essential for a company such as EDS that deals in intangibles…innovative intangibles at that. The customer is going to need a concrete concept to relate to in order to understand their services.

As EDS’s commercial demonstrates, a little bit of humor also helps.