Title -- Copyright -- Contents -- Preface -- Chapter 1 Creation myths -- Elementary myths -- Old chestnuts and new speak -- Goodthinkful languagecrimes -- I want to believe -- Chapter 2 Enigma variations -- Oh, we're off to see the Wizard -- Because of the wonderful things he does -- If i only had a brain -- If i only had a heart -- If i only had the nerve -- Where troubles melt, like lemon drops -- Simple variations -- Enigmatic variations -- Creative insolence -- Chapter 3 Shock and awe -- Hits and misses on the road to creativity -- Departing from the script: tell me a (slightly different) story -- Creating a fuss on the road more travelled -- Déjà vu all over again -- Appropriately improper -- Chapter 4 Round up the usual suspects -- Poster boys and Bêtes Noires -- The proverbial stereotype -- From cliché to stereotype, and beyond -- The simple art of simile -- Come all ye similes (and bring your stereotypes with you) -- Aristotle on the World Wide Web -- Conclusions: Metaphor cleansing versus metaphor renewal -- Chapter 5 Pimp my ride -- Vehicles of creativity -- Scheming with schemas -- Structure matters -- Frankenstein comparisons and badass blends -- Seeing the world through metaphor eyes -- Conclusions: new model, original parts -- Chapter 6 Six ridiculous things before breakfast -- Hatter and anti-hatter -- Double-edged words -- The ironic Web -- An ironic fist in a velvet glove -- Shotgun weddings -- The effect of affect -- The lessons of irony -- Chapter 7 Think like an investor -- Rembrandts in the attic -- Mind the salience gap -- Short-selling in a complacent market -- How to think like an up-seller -- How to think like a short-seller -- Investing in readymades: Hand-made by robots -- Concluding thoughts: investing in language -- Notes -- Bibliography -- Index.