Metaphors allow us to understand abstract subject matter in terms of more concrete, familiar terms. In a technical sense, metaphors are "mappings across conceptual domains" (Lakoff, 1993: 245), and metaphor is evoked whenever a pattern of inferences from one conceptual domain is used in another domain. In this way, metaphors are a key mechanism through which we comprehend abstract concepts and perform abstract reasoning. Our behavior reflects our metaphorical understanding of experience. The importance of metaphor for understanding experience is evident in the metaphors embedded in the following comments we heard in studying U.S. teams: "Among the sales people on our team, Jack is the star quarterback"; and "Our team leader acts more like a coach than a referee." One can understand these statements to the extent that one identifies with the metaphor "Workteam-as-sports-team," which involves understanding one (target) domain of experience (work teams) in terms of a very different (source) domain of experience (sports teams). There are ontological correspondences between entities in the domain of a sports team (the coach, the players, the players' positions, the team's field position, the score, etc.) and entities in the domain of work teams (e.g., the leader, the team members, their roles, their progress, their objectives). It is via such mappings that an individual in the U.S. is likely to project sports-domain inferences (e.g., expectations about sports teams) onto the work-team domain (Lakoff, 1993: 245). Furthermore, the metaphor is a source of cognitive priming in that it brings forth semantic, behavioral, and affective responses (Blair and Banaji, 1996) that are characteristic of the source domain. Examples of this phenomenon are evident in stories in the U.S. popular press. At Eastman Chemical, leaders are called "coaches," and their main role is to help teams set performance goals, assist teams in resolving personnel problems, and manage upsets and emergencies. At Wilson Corporation, during the annual rewards and recognition dinner, gold, silver, and bronze achievement medals are awarded to winning teams based on process improvements. At Sabre, Inc. North America, team training is administered through the "Tour de Teams" program, in which teams progress along a route of programs, pass various milestones, and receive a "yellow jersey" if they are ahead of other teams. These practices are consistent with the work-teamas-sports-team metaphor. Team members are likely to respond to such a metaphor to the extent that they make sense of their work team in terms of a sports team.