A BIG PILE OF BRIDGES:
“And then what happens? 
Make it surprising.
But it must also make sense.”

Metaphors are memorable and powerful. A surprising statement – “A ship is a horse” – requires only a simple bridge to create delight when it suddenly makes sense. To build a bridge, you need only to find a single element that unites the two: ships and horses both carry things.

“A ship is a magical horse that can walk on water, taking you anywhere you want to go.” Fill your story with statements like that and your reader/listener/viewer will be enchanted.

“The greatest thing by far is to be a master of metaphor; it is the one thing that cannot be learnt from others; and it is also a sign of genius, since a good metaphor implies an intuitive perception of the similarity in the dissimilar.”
– Aristotle