But new research from João Cotter Salvado and Donal Crilly shows that this language may backfire — especially with financial analysts.
📉 Analysts interpret war metaphors not as strength, but as signals of recklessness and risk. In fact, just a 1% uptick in war-related language can lead to a 20% increase in negative analyst sentiment.
In volatile markets or for dominant firms, the effect is even worse.
💡 The takeaway? Words matter. Especially when the audience is trained to assess risk.
👉 Leaders: Swap the battlefield for the boardroom. Choose metaphors that signal stability, not chaos.
João Cotter Salvado and Donal Crilly
"Research: When CEOs Use War Metaphors, Analysts Worry," Harvard Business Review. January 3, 2025
#Leadership #Communication #Strategy #InvestorRelations #BusinessLanguage #CEOInsights