Last week he was in New Orleans, talking to 800 mall producers. The week before, he was keynote speaker at the Antelope Valley business conference. You must know who you are, before you can broadcast it to others. He cites examples. Weapons are metaphors for, or extensions of, men throwing rocks.
Computers are metaphors for books and libraries.
The Viking probe on Mars is a metaphor for the dream of touching another world. People are metaphors. You can describe them quite easily. In this context the author said Newhall must find its metaphor. We discussed Newhall's western heritage.