The difference between the concepts of ability and giftedness in the context of a competency approach to education, when competence and expert knowledge are distinguished is clarified in the article. It is understood that the level of subject competencies characterizes an individual subject with regard to his or her abilities, which distinguishes one student from another through the content understanding and fast retention of learning material. The aim of the study is to show how the educational process is regulated by rational and emotional consciousness and how emotional consciousness, being associative, allows the student to use his or her life experience as a means of indirect influence on his or her behavior using the metaphors of A. N. Veraksa in the educational process. The author outlines that the competence of a student is his or her talent or giftedness, which is manifested in interaction with other students, that is, in a team: the student is an individual and collective subject of the educational process, and his or her activity regulates rational and emotional consciousness, so the task is to determine the forms of their integration in the educational process. It is noted that if the student's abilities are manifested in interaction with others, the successful/unsuccessful one is not an individual here, but a collective (group) subject. It is mentioned that in terms of B.M. Teplov, it is referred to “giftedness” in the form of a combination of individual abilities of participants in the educational process (situation), through which a chance for success in educational activities increases or reduces. It is concluded that in preschool and primary school age, an effective form of indirect influence is a fairy tale, and hereinafter – project activity, mediated in the student's mind by the metaphor of creativity, which puts the development of emotional consciousness under the control of the teacher.