THE USE OF METAPHORICAL ASSOCIATIVE CARDS FOR WORK WITH BUSINESS DURING TRANSFORMATION

The article aims to analyze the possibilities of using metaphoric associative cards for working with businesses and organizations. Metaphoric associative cards could be used as an additional tool in counseling to provide the ability to work simultaneously within the emotional, mental, and physical dimensions of the client, creating a secure space for reflections during the team sessions and enhancing creativity during brainstorming. Enterprise organizations and small and medium businesses overcoming market challenges, and financial changes should adapt to any scenarios and transform rapidly by representing innovative solutions (new products, services, processes, opening new markets, going through M&A, etc.). Such transformations bring anxiety for an organization and all employees as the level of uncertainty is high and bringing clear communications to the company culture, developing space for reflection is critical (Giernalczyk, Lohmer, 2012). To discover potential scenarios of strategic development, working with a portrait of the customers for improvement for customer journeys, discovering blockers or potential root causes of new project initiations working with metaphors through the session with MAC could be helpful. Practical techniques that could be used during the work on requests of organizations described.