He announced, "I've got a great idea for a new kit car."
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She scowled at him without looking up.
He continued, "What I've really been needing is something memorable to make my kit cars stand out."
She didn't argue.
"Obviously," he said, "I can't do that with superior craftsmanship. I mean, I can't draw a straight line with a ruler. My welding sucks, my painting sucks, everything I do sucks."
She kind of puckered at this.
"So I've been thinking," he continued, "that the only real valuable asset I have is all my good ideas."
Now she frowned.
"And my next great idea is this: I'm going to give my kit car a memorable name, so that people will think it's cool and want to buy one from me. You want to hear the great name I thought up?"
She raised an eyebrow.
"Desire," he said. "I'm going to have a kit car named Desire. People will think that's a cool name and want to buy one of my cars."
The frown was back.