Give human characteristics to nonhuman things to make abstract concepts easier to picture and relate to.
What & why
Personification draws on how readily we reason about other people, their motives, emotions, and behavior. By giving human qualities to abstract concepts, objects, or forces, you engage that social reasoning, which research suggests we apply quickly and intuitively. ‘Time waits for no one’ is more compelling than ‘time passes regardless of human activity’ because it creates a character we can relate to emotionally. Personification turns passive concepts into active agents, enabling narrative and emotional connection where none existed before.
Before & after
These are fictional teaching examples, not accounts of real events.
“Our quarterly results show improved performance metrics across multiple business units.”
“This quarter our numbers are in a good mood. Revenue has stopped sulking, and costs are finally behaving themselves.”
See it in action
An original teaching example. The situations and results are fictional.
Featured example
Guilt rode the bus home with me and would not stop talking.
- Human actions: guilt travels along and talks
Someone describes the journey home after missing a friend’s party.
Why it works
Guilt, a feeling, is given a person’s actions: traveling beside someone and talking the whole way.
In plain words: The speaker kept feeling guilty all the way home.
When you’ll use it
Market analysis: ‘The market shrugged off the news’ or ‘Demand turned shy after the price rise’ to make dynamics vivid
Technology discussions: ‘The old system refuses to talk to the new one’ or ‘The spreadsheet argues with every change’ to make complex processes relatable
Financial presentations: ‘Revenue is finally pulling its weight’ or ‘Rising costs are picking our pockets’ to make numbers more engaging
Pro tip
Pick a clearly human action or feeling that fits your point: numbers that plead, a market that shrugs, a budget that says no.
Questions & answers
What is personification in business speaking?
How can personification improve my presentations?
When might personification be inappropriate in professional settings?
Learn more
Put it into practice
Practice Personification
Work through examples, then test your understanding in a short quiz. Your progress is saved as you practice.