From President Obama s political rhetoric to the bursting of the housing bubble, from conversations to commercials, James Geary shows that every aspect of our day-to-day experience is molded by metaphor. Geary takes readers from Aristotle s investigation of metaphor right up to the latest neuroscientific insights into how metaphor works in the brain. Witty, persuasive, and original, I Is an Other explores metaphor s effects on financial decision making, effective advertising, leadership, learning, and more. Romeo s exclamation It is the East, and Juliet is the sun may be one of the most well-known metaphors in literature, but metaphor is more than a device of love-struck poets. As Geary demonstrates, metaphor has leaped off the page and landed with a mighty splash right in the middle of the stream of consciousness. "