Handelsblatt column cautions that the marathon metaphor misfits enduring business challenges, calling for more accurate analogies
Executive summary: Handelsblatt published an opinion column arguing that likening prolonged, demanding business endeavors to a marathon is misleading and should be avoided. Inappropriate metaphors can shape stakeholder expectations, leading to flawed perceptions of effort, timing, and outcomes in corporate strategy and communication. The Handelsblatt opinion columnist (unnamed), business leaders, consultants, and readers of the publication. Continued discussion in business media about suitable analogies, possible adoption of alternative metaphors such as 'ultra‑endurance trek' or 'iterative sprint series' in corporate guidance.
The opinion piece argues that whenever a task feels long and strenuous, commentators reflexively invoke the marathon image, yet this comparison often distorts the reality of sustained corporate effort. It outlines key facts about actual marathons—such as fixed distance, predictable pacing, and clear finish lines—that rarely mirror business initiatives, which can involve shifting goals, uncertain timelines, and intermittent progress. By highlighting this mismatch, the column urges business communicators to select metaphors that better reflect the iterative, adaptive nature of long-term projects.
Connected developments
- Ausdauer: Kein Gleichnis ist so falsch wie das des Marathons
Open the full case file on Beyond →
INTELLIGENCE
Social Pulse
AI estimate · not scraped