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“No one can predict the extent or nature of the disruptions that Y2K will cause. Yet the list of potential consequences from the failure of computers and embedded microprocessors to deal with the calendar shift to a four‐digit year only keeps growing.”

Why do so many people in organizations feel discouraged and fearful about the future? Why does despair only increase as the fads fly by, shorter in duration, more costly in each attempt to improve? Why have the best efforts to create significant and enduring organizational change resulted in so many failures? We, and our organizations, exist in a world of constant evolutionary activity. Why has change become so unnatural in human organizations?

Draws on a consultancy project designed to reduce accident rates in four Danish sugar factories. Presents examples of metaphor use in the project and documents a steady decline in numbers and severity of accidents over time. Hypothesises that the use of metaphors is part of the explanation. Following a multi‐disciplinary review of the literature on metaphors, suggests that they can be harnessed in three ways: as tools for conscious, creative analysis; as ways of creating emotions; and as ways of fostering unconscious learning processes. Suggests that the effect in the sugar project is due to unconscious learning. Explains how this can happen and stresses the most important. Proposes that consultants use images, stories, narratives, and fairy tales to a larger degree and put less weight on formal conceptual learning when change is the issue.