“I’m here to tell you that they can, and are. … They aren’t supposed to make someone remark: ‘That’s beautiful.’ They’re meant to make someone realise that they’ve only been looking at one side of a thing.” Michael Erard (“For five years I worked full-time as a metaphor designer at the FrameWorks Institute, a think tank in Washington, DC … I continue to shape and test metaphors for private-sector clients and others”) explains how it’s done.