Invited reaction: Why rhetorical rules are weak levers for culture change

How effective is rhetoric as a metaphor for culture? This article analyzes Shapiro and Schall's use of rhetoric as the overlying principle for managing organization‐cultures and concludes that the authors are confusing metaphor with reality. In doing so, they leave out some important aspects of organization and culture. The rhetorical “rules” are examined and challenged through an analysis of recent literature and a logical exploration of the problems that arise when organizations are viewed only as influence systems and all action is seen as rhetoric.