Complexity theory research has allowed for new insights into many phenomena and for the development of a new language. The use of complexity theory metaphors can change the way managers think about the problems they face. Instead of competing in a game or a war, they are trying to find their way on an ever changing, ever turbulent landscape. Metaphors and Language Choice Matter Literature regarding metaphors and their use argues that a shared language and shared imagery can have an important role in a management context. The metaphorical concepts that characterize those activities structure our present reality.
New metaphors have the power to create a new reality.
The ability to make such sense is in great measure a by-product of the language of interpretation available to the organization and its members. Without a paradigm there will be no decision and no action. A situation is uncertain if one cannot identify an appropriate paradigm to associate with it. To make a decision is to resolve uncertainty by identifying an appropriate paradigm. These metaphors range from viewing the organization as a machine to viewing it as an amoeba.