Abstract Governors always have some image of what they are governing and why, and of what their role is. These images are often implicit. They are not reflected upon or discussed in the governance process, yet they have real consequences because they are acted upon. Interactive governance theory argues that image formation is an integral part of governance and that images are made as explicit as possible to avoid self-fulfilment. Such a process needs to be interactive and flexible to allow exploration of alternatives to existing governing images for the purpose of enhancing the governability of fisheries systems. In this paper, we contrast the classical image of the governing system (top down decision-making pyramid) and of the human-in-nature system (top down trophic pyramid) with alternative images (roses and inverted pyramid, respectively) and discuss the implication that these different images have on fisheries governance.