Chelsea Green Publishing

The ALL NEW Don't Think of an Elephant!

Pages:192 pages
Size: 5.375 x 8.375 inch
Publisher:Chelsea Green Publishing
Paperback: 9781603585941
Pub. Date September 23, 2014

The ALL NEW Don't Think of an Elephant!

Know Your Values and Frame the Debate

Availability: In Stock


Available Date:
September 23, 2014


The essential progressive guide for the issues that define our future: climate, inequality, immigration, health care, and more

Ten years after writing the definitive, international bestselling book on political debate and messaging, George Lakoff returns with new strategies about how to frame today’s essential issues.

Called the “father of framing” by The New York Times, Lakoff explains how framing is about ideas—ideas that come before policy, ideas that make sense of facts, ideas that are proactive not reactive, positive not negative, ideas that need to be communicated out loud every day in public.

The ALL NEW Don’t Think of an Elephant! picks up where the original book left off—delving deeper into how framing works, how framing has evolved in the past decade, how to speak to people who harbor elements of both progressive and conservative worldviews, how to counter propaganda and slogans, and more.

In this updated and expanded edition, Lakoff, urges progressives to go beyond the typical laundry list of facts, policies, and programs and present a clear moral vision to the country—one that is traditionally American and can become a guidepost for developing compassionate, effective policy that upholds citizens’ well-being and freedom.

The ALL NEW Dont Think of an Elephant is also available as an audio book! Browse and download the book here >>


"Lakoff single-handedly convinced liberals of the importance of language in winning political battles. Now he's back to finish what he started."--Markos Moulitsas, founder and publisher, Daily Kos

"The All New Don't Think of an Elephant! is an indispensable tool for progressives—packed with new thinking on framing issues that are hotly debated right now, and new insights on how to reclaim the political debate on meaningful terms that can yield true progress, not just political gains."--Jennifer M. Granholm, former governor of Michigan

"When the original Don't Think of an Elephant! came out in2004, Lakoff showed us that progressive Democrats voted on values, not issues—just like the right. Now, Dr. Lakoff is back to prevent a relapse of bad framing. The ALL NEW Don't Think of an Elephant! is a must read, every bit as important as the first edition. This time we have to train ourselves to think for the long term. Buy this book, memorize it, and teach it to your children. Progressives may be smart, but we don't communicate our ideas well. This book is the blueprint for how to do better."--Howard Dean, former chair of the Democratic National Committee and founder of Democracy for America


George Lakoff

George Lakoff is the country’s leading expert on the framing of political discourse and one of the world’s most renowned linguists and cognitive scientists. He is the author of numerous books on politics–including Don’t Think of an Elephant!, The Political Mind, Moral Politics, Thinking Points, The Little Blue Book (with Elisabeth Wehling), and Whose Freedom?–as well as numerous books on language and the mind.
Lakoff has consulted with the leaders of hundreds of advocacy groups on framing issues, lectured to large audiences across the country, run dozens of workshops for activists, spoken regularly on radio talk shows and TV shows, addressed the policy retreats and the caucuses for both the Senate and the House Democrats, consulted with progressive pollsters and advertising agencies, and been interviewed at length in the public media, and he continues to do extensive research on the framing of public discourse.

Currently Distinguished Professor of Cognitive Science and Linguistics at the University of California at Berkeley, Lakoff is a founder of the fields of cognitive science and cognitive linguistics, has previously taught at Harvard and the University of Michigan, and was a fellow at the Center for Advanced Study in the Behavioral Sciences at Stanford. For more than two decades, he was codirector of the Neural Theory of Language Project at the International Computer Science Institute at Berkeley. He also spent more than a decade as senior fellow at the Rockridge Institute, a nonpartisan think tank, and has served on the international advisory board of Prime Minister Zapatero of Spain, on the science board of the Santa Fe Institute, as president of the International Cognitive Linguistics Association, and on the governing board of the Cognitive Science Society. He has lectured at major universities in dozens of countries around the world. His current technical research is on the theory of how the neural circuitry of the brain gives rise to thought and language.

His blogs appear regularly on his website,, and at The Huffington Post, Truthout, Alternet, Common Dreams, and Daily Kos.


George Lakoff, "Retaking Political Discourse"

The Left, the Right, and the Family View of Government

Idea Framing, Metaphors, and Your Brain - George Lakoff

George Lakoff: Moral Politics


Seeds of Deception

Seeds of Deception

By Jeffrey M. Smith

Without knowing it, Americans eat genetically modified (GM) food everyday. While the food and chemical industries claim that GMO food is safe, a considerable amount of evidence shows otherwise. In Seeds of Deception, Jeffrey Smith, a former executive with the leading independent laboratory testing for GM presence in foods, documents these serious health dangers and explains how corporate influence and government collusion have been used to cover them up.

The stories Smith presents read like a mystery novel. Scientists are offered bribes or threatened; evidence is stolen; data withheld or distorted. Government scientists who complain are stripped of responsibilities or fired. The FDA even withheld information from congress after a GM food supplement killed nearly a hundred people and permanently disabled thousands. While Smith was employed by the laboratory he was not allowed to speak on the health dangers or the cover-up. No longer bound by this agreement, Smith now reveals what he knows in this groundbreaking exposé.

Today, food companies sell GM foods that have not undergone safety studies. FDA scientists opposed this, but White House and industry pressure prevailed and the agency's final policy--co-authored by a former Monsanto attorney--denied the risks. The scientists' concerns were made public only after a lawsuit forced the agency to turn over internal documents.

Dan Glickman, former Secretary of Agriculture, describes the government's pro-biotech mindset: "You felt like you were almost an alien, disloyal, by trying to present an open-minded view. . . . So I pretty much spouted the rhetoric. . . . It was written into my speeches."

In Seeds of Deception Smith offers easy-to-understand descriptions of genetic engineering and explains why it can result in serious health problems. This well-documented, pivotal work will show you how to protect yourself and your family.

Available in: Paperback

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Seeds of Deception

Frances Moore Lappé, Jeffrey M. Smith

Paperback $17.95

Runaway Inequality

Runaway Inequality

By Les Leopold

Runaway inequality is now America’s most critical economic fact of life. In 1970, the ratio of pay between the top 100 CEOs and the average worker was 45 to 1. Today it is a shocking 829 to one! During that time a new economic philosophy set in that cut taxes, deregulated finance, and trimmed social spending. Those policies set in motion a process that greatly expanded the power of financial interests to accelerate inequality. But how exactly does that happen?

Using easy-to-understand charts and graphs, Runaway Inequality explains the process by which corporation after corporation falls victim to systematic wealth extraction by banks, private equity firms, and hedge funds. It reveals how financial strip-mining puts enormous downward pressure on jobs, wages, benefits, and working conditions, while boosting the incomes of financial elites.

But Runaway Inequality does more than make sense of our economic plight. It also shows why virtually all the key issues that we face—from climate change to the exploding prison population—are intimately connected to rising economic inequality.

Most importantly, Runaway Inequality calls upon us to build a common movement to tackle the sources of increasing income and wealth inequality. As the author makes clear, the problem will not cure itself. It will take enormous energy and dedication to bring economic justice and fairness back to American society.

The book is divided into four parts:

  • Part I: What is the fundamental cause of runaway economic inequality? What has made our economy less fair and left most of us less secure?
  • Part II: How does the United States really compare with other major developed countries?  How do we stack up on quality of life, health, and well-being?
  • Part III:  What does economic inequality have to do with so many of the critical issues we face, including taxes, debt, education, criminal justice, racism, climate change, foreign trade, and war?
  • Part IV: What concrete steps can we take to begin building a fair and just society?   

From the book: “There is nothing in the economic universe that will automatically rescue us from runaway inequality. There is no pendulum, no invisible political force that ‘naturally’ will swing back towards economic fairness. Either we wage a large-scale battle for economic, social, and environmental justice, or we will witness the continued deterioration of the world we inhabit. The arc of capitalism does not bend towards justice. We must bend it.”

Available in: Paperback

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Runaway Inequality

Les Leopold

Paperback $19.95

The End of Stationarity

The End of Stationarity

By Mark Schapiro

Scientists have devised a new term to explain the turmoil caused by climate change: the end of stationarity. It means that our baselines for rainfall, water flow, temperature, and extreme weather are no longer relevant—that making predictions based on past experience is no longer possible. But climate change has upended baselines in the financial world, too, disrupting the global economy in ways that are just becoming clear, leaving us unable to assess risk, and causing us to fundamentally re-think economic priorities and existing business models. 

At the heart of that financial unrest is the role of carbon, and as the world moves toward making more and more polluters pay to emit it, a financial mystery unfolds: What are the costs? Who has the responsibility to pay for them? Who do you pay? How do you pay? And how will those costs ripple through the economy?

These are the questions veteran journalist Mark Schapiro attempts to answer as he illuminates the struggle to pinpoint carbon's true costs and allocate them fairly--all while bumping up against the vagaries of the free market, the lobbying power of corporations, the political maneuverings of countries, and the tolerance of everyday consumers buying a cup of coffee, a tank of gas, or an airplane ticket. 

Along the way, Schapiro tracks the cost of carbon through the drought-ridden farmland of California, the jungles of Brazil, the world's greatest manufacturing center in China, the carbon-trading center of Europe, and the high-tech crime world that carbon markets have inspired. He even tracks the cost of carbon through the skies themselves, where efforts to put a price tag on the carbon left by airplanes in the no-man's land of the atmosphere created what amounted to a quiet but powerful global trade war. 

The End of Stationarity deftly depicts the wild, new carbon economy, and shows us how nations, emerging and developed, teeter on its brink. Originally published in hardcover as Carbon Shock, the book is updated throughout and includes a new afterword, based on the Paris climate talks.

Available in: Paperback

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The End of Stationarity

Mark Schapiro

Paperback $17.95

Limits to Growth

Limits to Growth

By Donella Meadows and Jorgen Randers and Dennis Meadows

In 1972, three scientists from MIT created a computer model that analyzed global resource consumption and production. Their results shocked the world and created stirring conversation about global 'overshoot,' or resource use beyond the carrying capacity of the planet. Now, preeminent environmental scientists Donnella Meadows, Jorgen Randers, and Dennis Meadows have teamed up again to update and expand their original findings in The Limits to Growth: The 30 Year Global Update.

Meadows, Randers, and Meadows are international environmental leaders recognized for their groundbreaking research into early signs of wear on the planet. Citing climate change as the most tangible example of our current overshoot, the scientists now provide us with an updated scenario and a plan to reduce our needs to meet the carrying capacity of the planet.

Over the past three decades, population growth and global warming have forged on with a striking semblance to the scenarios laid out by the World3 computer model in the original Limits to Growth. While Meadows, Randers, and Meadows do not make a practice of predicting future environmental degradation, they offer an analysis of present and future trends in resource use, and assess a variety of possible outcomes.

In many ways, the message contained in Limits to Growth: The 30-Year Update is a warning. Overshoot cannot be sustained without collapse. But, as the authors are careful to point out, there is reason to believe that humanity can still reverse some of its damage to Earth if it takes appropriate measures to reduce inefficiency and waste.

Written in refreshingly accessible prose, Limits to Growth: The 30-Year Update is a long anticipated revival of some of the original voices in the growing chorus of sustainability. Limits to Growth: The 30 Year Update is a work of stunning intelligence that will expose for humanity the hazy but critical line between human growth and human development.

Available in: Paperback

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Limits to Growth

Jorgen Randers, Dennis Meadows, Donella Meadows

Paperback $22.50