Gareth Morgan's worldwide reputation in the fields of management and organization studies is based on his innovative method of using simple, everyday metaphors to create new ways of managing. Following his immensely successful Images of Organization, in which he develops metaphors to explain the dynamics of organization, Imaginization goes one step further by developing metaphors that speak directly to people about how to get things done on the job.

Morgan shows managers, in business and nonprofit settings, how to form common metaphors to help them interpret and change organizational behaviour.