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


Climate Change

Climate Change

By Jon Clift and Amanda Cuthbert

You know that the ice caps are melting, the seasons are changing, sea levels are rising, storms are on the increase, but what can you do about it? Plenty!

This book puts the power back into your hands in the face of the doom and gloom of climate change. You don’t have to wait for someone else to sort it out; rather than worry and feel helpless, you can get up and do something.

Climate Change: Simple Things You Can Do to Make a Difference is packed with ideas for action, from simple everyday things that cost nothing to bigger projects that involve more time and money. For example:

Get on your bike • Buy local food • Turn off your TV • Insulate your attic • Recycle and compost • Take the train • Turn down the heat • Install solar panels

Do your part and protect the planet for today and tomorrow.

Available in: Paperback

Read More

Climate Change

Amanda Cuthbert, Jon Clift

Paperback $7.95

Genetic Roulette

Genetic Roulette

By Jeffrey M. Smith

Never-before-seen evidence points to genetically engineered foods as a major contributor to rising disease rates in the U.S. population, especially among children. Gastrointestinal disorders, allergies, inflammatory diseases, and infertility are just some of the problems identified in humans, pets. livestock, and lab animals that eat genetically modified soybeans and corn.

Monsanto's strong-arm tactics, the FDA's fraudulent policies, and how the USDA ignores a growing health emergency are also laid bare. This sometimes shocking film may change your diet, help you protect your family, and accelerate the consumer tipping point against genetically modified organisms (GMOs). A film not to be missed.

Also includes the bonus DVD Seeds of Freedom (28 min.) narrated by Jeremy Irons, and produced by the Gaia Foundation and African Biodiversity Network. This landmark film shows how the story of seed at the hands of multinationals has become one of loss, control, dependence, and debt. Also: two talks by Jeffrey M. Smith and twelve public-service announcements.

Available in: DVD

Read More

Genetic Roulette

Jeffrey M. Smith, Jeremy Irons, Lisa Oz, Micah Salaberrios

DVD $19.95

Occupy World Street

Occupy World Street

By Ross Jackson

Ordinary citizens the world over have long paid the price for the swashbuckling behavior of the corporate and political elite. We've seen the reigning establishment widen the gap between rich and poor, champion endless growth on a finite planet, wreak havoc on developing nations, and ravage ecosystems in a mad race for natural resources.

Now, as demonstrators worldwide demand change, Occupy World Street offers a sweeping vision of how to reform our global economic and political structures, break away from empire, and build a world of self-determining sovereign states that respect the need for ecological sustainability and uphold human rights.

In this refreshingly detailed plan, Ross Jackson shows how a handful of small nations could take on a leadership role; create new alliances, new governance, and new global institutions; and, in cooperation with grassroots activists, pave the way for other nations to follow suit.

Available in: Paperback

Read More

Occupy World Street

Hazel Henderson, Ross Jackson

Paperback $19.95

Genetic Roulette

Genetic Roulette

By Jeffrey M. Smith

Eating genetically modified food is gambling with every bite.

The biotech industry's claim that genetically modified (GM) foods are safe is shattered in this groundbreaking book. Sixty-five health risks of the foods that Americans eat every day are presented in easy-to-read two-page spreads. The left page is designed for the quick scanning reader; it includes bullets, illustrations, and quotes. The right side offers fully referenced text, describing both research studies and theoretical risks. The second half of Genetic Roulette shows how safety assessments on GM crops are not competent to identify the health problems presented in the first half. It also exposes how industry research is rigged to avoid finding problems.

This book, prepared in with input by more than 30 scientists, is for anyone wanting to understand GM technology, to learn how to protect themselves, or to share their concerns with others. It is presented in the clear, accessible style that made Jeffrey Smith's Seeds of Deception the world's best-selling book on genetically engineered foods. As the world's most complete reference on the health risks of GM foods, Genetic Roulette is also ideal for schools and libraries.

Available in: Hardcover

Read More

Genetic Roulette

Jeffrey M. Smith

Hardcover $27.95