Current perspectives in cognitive linguistics highlight the conceptual nature of cognition and how the conceptual metaphors we hold affect ways we think, talk and act. This study examines medical educators' metaphoric talk to understand ways in which assessment relationships with students are conceptualised in order to understand why educators might 'fail to fail' underperformance in medical students. We conducted 10 focus groups with 70 educators at two UK medical schools. The audiotapes were transcribed and analysed using systematic metaphor analysis. The analysis revealed six over-arching metaphors associated with the target domain of assessment relationships, i.e. ASSESSMENT RELATIONSHIPS AS JOURNEY, WAR, SPORT, PARENTALISM, MACHINE and...