Antimetabole—pronounced an-ti-muh-TAB-uh-lee—involves repeating words in successive clauses, but in reversed order.

Listen to Winston S. Churchill’s famous example:

‘This is not the end. It is not even the beginning of the end. But it is, perhaps, the end of the beginning.’

Antimetabole makes statements more memorable and can add a layer of depth or irony to your message. It will inspire your audience to think more deeply about the words.

Another example: ‘Eat to live; don’t live to eat.’ This not only catches attention but also effectively communicates priorities or lifestyle choices.

In your storytelling or public speaking, use antimetabole to create a mirror effect with your words, enhance the impact of your message, and keep your audience engaged.

Reversing the order can reverse their thinking!