Metaphor and Analogy are powerful tools to capture your audience's imagination In “How the Mighty Fall”, Jim Collins describes the five stages of corporate decline. Time and again, Collins had found that the seeds of a company’s decline lay deep within the system long before the rot actually set in. But the perfect analogy to describe this phenomenon only surfaced during a run with his wife up Electric Pass outside Aspen, Colorado. “At 11 000ft I capitulated to the thin air