Our words seem connected with objects – some in our current perceptual experience and some beyond. Words seem to link us to cats, authors, cities and places, present, historical or fantastical. In this work, I try to describe this phenomenon of reference in a unified way: one story that can explain the role of words, of things in the world, and of the intermediary mental content often called ‘meaning’ as part of a greater mechanism common to all cases. This is an old and massive challenge and what I offer here is at most a framework for how that story could be told – one built from pieces already present in the formal, philosophical and (recently) behavioural sciences. I regiment the broader problem into a call for a theory of conta...