How do you get your audience in the tent? And how do you send them home happy at the end? Journalists have the lede and the kicker; entertainers have the opener and the closer. But they're not the only creative people with tricks. Every art form has them, and if you dig into them you can see some of the wiring that holds all creative work together. Also: Coco Chanel, Spot is a dog, a bowler hat with a chess piece on the top, and that time Bill had a chance to alter the course of history and declined to do so.