This is a research seminar ... and a history lesson. The use of metaphors to communicate and manage organizational development and change is explored. Drawing on the strategic management literature and applying discourse analysis, a metaphorical continuum is proposed. It is applied to examine the strategic plans of the City University of Hong Kong. The rise of CityU in the rankings is found to be accompanied by an evolution of the metaphors in its strategic plans. Recommendations are offered for effectively using metaphors in stakeholder communications. Audience advice on how to advance this research will be requested.