How would you explain covariance to someone who understands only the mean?

...assuming that I'm able to augment their knowledge about variance in an intuitive fashion ( Understanding "variance" intuitively ) or by saying: It's the average distance of the data values from the 'mean' - and since variance is in square units, we take the square root to keep the units same and that is called standard deviation. Let's assume this much is articulated and (hopefully) understood by the 'receiver'. Now what is covariance and how would one explain it in simple English without the use of any mathematical terms/formulae? (I.e., intuitive explanation.;) Please note: I do know the formulae and the math behind the concept. I want to be able to 'explain' the same in an easy to understand fashion, without including the math; i.e., what does 'covariance' even mean?