This monograph develops a new socio-cognitive theory of sense-making for analyzing the creative management of situated social meaning. Drawing on cognitive-linguistic and social-interactional heuristics in an innovative way, the book both theorizes and demonstrates how embodied cognizers create complex situated conceptualizations of self and other, which guide and support their interactions. It shows how these sense-making processes are managed through the coordinated social interaction of two (or more) communicative partners. To illustrate the theory, the book draws on two distinct data sets: front-desk tourist-information transactions and online-workgroup discussions. It scrutinizes how the communicative partners use verbal humour as a powerful strategy to creatively establish a situated social image for themselves.