One of the components from McKee’s book and seminar that has stayed with me (among many) was the concept of what McKee calls an “image system” — a set of subtle images based around a particular theme.
The image system in a film might be patriotism (with images of flags, Uncle Sam, medals), it might be water (with images of rain, the ocean, swimming pools, a dripping faucet) or it might be jail.
In the case of this last of example, as McKee points out, the image system of jail is subtly woven throughout the film Casablanca. Essentially, Casablanca, the location, is a bit like a jail. It is hard to get out. The characters find themselves stuck.
If you look carefully at the costumes (Ingrid Bergman in a horizontally striped dress), at the lighting or shades in certain scenes with Humphrey Bogart, or scenery/sets (Bogart at the gate just outside his bar, Rick’s Cafe) — as a viewer you unconsciously absorb the concept that the circumstances in which the characters find themselves is indeed like a jail.
Image systems also apply to speaking.
When I work with clients, I encourage them to be exceedingly mindful of the images and metaphors (and hence, the language) they select.
Think about it for yourself. What symbols are subtly woven throughout your presentation, whether it’s a 10-min call to a client or a 60-minute keynote address?
What metaphors are you choosing? Which verbs? What thematic visual images appear on your slides? In the descriptions or stories you share? In the analogies you use? On your website and marketing collateral?
Most of corporate America uses some pretty tired ones: how many financial services websites have you seen which offer the image of a puzzle or a key (snore)? How many team building speeches talk about sports or flying or everyone rowing in the same direction?
What image truly represents you and your message?
If you are leading a sales team, do you use war imagery (kill the competition, carpet bomb them, wipe them out) or do you use growth imagery (grow our team, nurture talent, plant, seed, tend, harvest)? What about something that communicates your unique vision?
Keep in mind that an image system doesn’t have to be blatant or spelled out. In fact, it is often more powerful when subtle, as with Casablanca, because the audience will absorb it unconsciously and experience certain feelings without ever knowing exactly why.
And think of the implications of that…
So…how do you want to lead? How do you want to communicate? When you think of your vision (for your organization, your team, or yourself) what imagery comes to mind? Choose wisely.
Because that image system will affect everything: your tone, your metaphors, your stories, your adjectives, adverbs, verbs and nouns… and thus, your messaging….and ultimately, yes… your results.