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Want to disrupt an industry? Master the art of metaphor—just like Marc Benioff. The Salesforce founder didn’t just build a company—he created the SaaS industry using bold metaphors.

He dreamed them up in his apartment, tested clever soundbites, staged fake protests, and launched 1-800-NO-SOFTWARE—all to sell his vision. And what’s crazy? It all started with a dream Marc had that centered around Amazon and helped Marc create a $35B company. 

In today’s issue, I share Marc’s metaphor story along with: 

• 3 lessons from Marc’s use of metaphors in your story

• The science behind why they work

• A video featuring Marc sharing how a guru shaped his purpose

Enjoy this trip down metaphor lane… LG

Founder Story: Marc Benioff, Salesforce

In the 1990s, Marc was thriving at Oracle, one of the most successful enterprise software companies. As one of Oracle’s top salespeople, his future seemed secure, but he felt uninspired. Seeking clarity, Marc approached Oracle founder Larry Ellison for a six-month sabbatical. Larry agreed, and Marc embarked on a global quest for renewal, a decision that would shape the trajectory of his life and career.

Marc’s travels took him to places of profound serenity and wisdom. He rented a beach hut in Hawaii, sailed the Arabian Sea, and took a trip to India where he got to meet the Dalai Lama.

In India, he and his friend Arjun Gupta encountered Mata Amritanandamayi, the “hugging saint.” During a meditative session with Mata, the hugging saint shared a message that resonated deeply:

This insight sparked a revelation in Marc—business and doing good didn’t have to be separate pursuits.

The next day, Marc returned home to the US and back to Oracle with a renewed enthusiasm. It was then that Marc received what he calls a “fateful call”. He was asked to attend the “President’s Summit for America’s Future” as a representative of Oracle.

The speaker at the summit, General Colin Powell, put out a call to action for all attendees —“Get out there and do something for other people”—reaffirmed Mata’s wisdom. Inspired, Marc proposed creating a foundation within Oracle. 

By day, he focused on Oracle’s business; by night, he installed computers in schools and trained teachers. However, when an initiative faltered due to a lack of corporate integration, Marc learned a pivotal lesson:

Philanthropy must be woven into the fabric of a business, not treated as an afterthought.

That realization marked the end of Marc’s tenure at Oracle. He rented a small San Francisco apartment, envisioned a revolutionary approach to enterprise software, and founded Salesforce.

His dream was to make software inexpensive, easy to use, and accessible from anywhere—a bold vision that challenged the entrenched giants of the software industry. 

Inspired by a dream of Amazon-like tabs labeled with business functions, Marc awoke with Walt Disney’s mantra, “If you can dream it, you can do it.”

From the start, Salesforce embraced audacity. Marc publicly declared the mission as “The End of Software,” creating a campaign with a “No Software” logo and phone number (1-800-NO-SOFTWARE).

The boldness caught the media’s attention, with the Wall Street Journal running a front-page story that generated hundreds of leads before Salesforce even launched.

Central to Salesforce’s early success was Marc’s relentless testing of ideas, metaphors, and soundbites. His apartment doubled as the company’s headquarters and a testing ground where friends and customers offered unfiltered feedback.

Marc fine-tuned the product and message based on these insights, ensuring alignment with market needs.

Salesforce officially launched in 1999, introducing the world to the concept of software as a service (SaaS). But Marc’s vision extended beyond technology.

Rooted in the lessons from Mata and General Powell, he integrated philanthropy into Salesforce’s DNA with the 1-1-1 model: 1% of equity, 1% of profit, and 1% of employee time dedicated to charitable causes. 

This innovative model has since become a benchmark for corporate giving.

Today, Salesforce is a global powerhouse with billions in revenue and a profound legacy of giving. Marc Benioff’s story exemplifies how audacious ideas, a commitment to service, and a deep connection to purpose can create not just a company, but a movement.

Salesforce is the undisputed leader in the CRM market space, owning 22% of the market and generating $35 billion annually. Beyond its financial success, Salesforce has built a profound legacy of giving through its 1-1-1 model.

Storytelling Lessons:

Marc Benioff didn’t just build Salesforce—he built a movement using bold storytelling. From powerful metaphors to relentless testing and a mission-driven message, he turned a simple idea into the foundation of the SaaS industry. It wasn’t just about selling software—it was about starting a revolution.

Here are 3-key storytelling lessons you can learn from Marc’s approach:

1. Create Bold, Memorable Metaphors

   Marc’s metaphor “The End of Software” was bold, clear, and unforgettable. By combining strong language with the “No Software” logo, he framed his business as a revolution against outdated technology. This not only captured attention but also helped the press and customers quickly grasp his vision, playing a key role in Salesforce’s early success.

   
   Don’t shy away from big statements that grab attention or spark curiosity. A clear, bold message can differentiate your story and position you as a leader.

2. Test, Refine, Repeat

   Marc constantly tested his ideas and messages with friends, customers, and the media. The feedback allowed him to fine-tune both his product and story, ensuring they resonated with audiences. 

   When you come up with metaphors or analogies – test them broadly and frequently. Think of it like product development—prototype, test, and iterate to make sure they work and work well. 

3. Integrate Purpose Into Your Story 

   Marc’s commitment to doing good wasn’t an afterthought; it was woven into Salesforce’s foundation through the 1-1-1 model. This authenticity amplified his brand’s appeal to employees, customers, and the public. 

   Align your story with a meaningful purpose. A strong “why” not only inspires but builds trust and loyalty.

By embracing boldness, refining through feedback, and anchoring in purpose, founders can craft stories that resonate deeply and drive lasting impact. Or as Hunter S Thompson might say: 

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Fun Fact: The Science of Metaphors

Metaphors don’t just make language more colorful—they actually rewire how we think. Researchers at the University of Arizona found that metaphors activate sensory areas of the brain.

For example, hearing “he had a rough day” triggers regions associated with touch, while “grasping an idea” activates motor perception. This deepens understanding and makes messages more memorable.

This is why Marc Benioff’s ‘The End of Software’ metaphor was so powerful—it created instant familiarity, making his vision easy to grasp. 

Video to Watch:

Before founding Salesforce, Marc Benioff went on a journey to discover his purpose. While in India, his friend began pitching a business idea to Sri Mata Amritanandamayi Devi, a revered guru. She listened patiently, then offered a simple but profound insight: “While changing the world, don’t forget to do something for others.”

That moment forever shaped Marc’s vision—not just for business but for giving back. Click to watch how one conversation changed his life forever:

SOFE Issue #022 - Metaphors: Key to Marc Benioff's Started the SAAS Revolution

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