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


Marijuana is Safer

Marijuana is Safer

By Steve Fox and Paul Armentano and Mason Tvert

In 2012, voters in Colorado shocked the political establishment by making the use of marijuana legal for anyone in the state twenty-one years of age or older. In the wake of that unprecedented victory, nationally recognized marijuana-policy experts Steve Fox, Paul Armentano, and Mason Tvert revisit the "Marijuana Is Safer" message that contributed to the campaign’s success--as the first edition of this book predicted it would in 2009. In this updated and expanded edition, the authors include a new chapter on the victory in Colorado and updates on a growing mountain of research that supports their position.

Through an objective examination of marijuana and alcohol, and the laws and social practices that steer people toward the latter, the authors pose a simple yet rarely considered question: Why do we punish adults who make the rational, safer choice to use marijuana instead of alcohol? For those unfamiliar with marijuana, Marijuana Is Safer provides an introduction to the cannabis plant and its effects on the user, and debunks some of the government's most frequently cited marijuana myths.

More importantly, for the millions of Americans who want to advance the cause of marijuana policy reform--or simply want to defend their own personal, safer choice--this book provides the talking points and detailed information needed to make persuasive arguments to friends, family, coworkers, elected officials and, of course, future voters.

Available in: Paperback

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Marijuana is Safer

Steve Fox, Paul Armentano, Mason Tvert

Paperback $14.95

Systems Thinking For Social Change

Systems Thinking For Social Change

By David Peter Stroh

Donors, leaders of nonprofits, and public policy makers usually have the best of intentions to serve society and improve social conditions. But often their solutions fall far short of what they want to accomplish and what is truly needed. Moreover, the answers they propose and fund often produce the opposite of what they want over time. We end up with temporary shelters that increase homelessness, drug busts that increase drug-related crime, or food aid that increases starvation.

How do these unintended consequences come about and how can we avoid them? By applying conventional thinking to complex social problems, we often perpetuate the very problems we try so hard to solve, but it is possible to think differently, and get different results.

Systems Thinking for Social Change enables readers to contribute more effectively to society by helping them understand what systems thinking is and why it is so important in their work. It also gives concrete guidance on how to incorporate systems thinking in problem solving, decision making, and strategic planning without becoming a technical expert.

Systems thinking leader David Stroh walks readers through techniques he has used to help people end homelessness and increase affordable housing, improve public health, strengthen public education and access to early childhood development services, protect child welfare, reform the criminal justice system, resolve identity-based conflicts, and more.

The result is a highly readable, effective guide to understanding systems and using that knowledge to get the results you want.

Available in: Paperback

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Systems Thinking For Social Change

David Peter Stroh

Paperback $24.95

Future Scenarios

Future Scenarios

By David Holmgren

In Future Scenarios, permaculture co-originator and leading sustainability innovator David Holmgren outlines four scenarios that bring to life the likely cultural, political, agricultural, and economic implications of peak oil and climate change, and the generations-long era of “energy descent” that faces us.

“Scenario planning,” Holmgren explains, “allows us to use stories about the future as a reference point for imagining how particular strategies and structures might thrive, fail, or be transformed.”

Future Scenarios depicts four very different futures. Each is a permutation of mild or destructive climate change, combined with either slow or severe energy declines. Probable futures, explains Holmgren, range from the relatively benign Green Tech scenario to the near catastrophic Lifeboats scenario.

As Adam Grubb, founder of the influential Energy Bulletin website, says, “These aren’t two-dimensional nightmarish scenarios designed to scare people into environmental action. They are compellingly fleshed-out visions of quite plausible alternative futures, which delve into energy, politics, agriculture, social, and even spiritual trends. What they do help make clear are the best strategies for preparing for and adapting to these possible futures.”

Future Scenarios provides brilliant and balanced consideration of the world’s options and will prove to be one of the most important books of the year.

Available in: Paperback

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Future Scenarios

David Holmgren

Paperback $12.00

Angels by the River

Angels by the River

By James Gustave Speth

Angels by the River follows James Gustave Speth’s unlikely path—from a Southern boyhood to his career as an influential mainstream environmentalist to his current system-changing activism.

In this compelling memoir, Speth explores the issues, and realities, that have shaped the nation since the 1950s, and that turned an “ultimate insider” into someone willing to be arrested in front of the White House.

Born and raised in a town where both the best and worst of the South shone through—a town that eventually became the scene of South Carolina’s horrific Orangeburg Massacre—Speth explores how the civil rights movement and the South’s agrarian roots influenced his academic career at Yale and later work in the heyday of the environmental movement, when he helped launch two landmark and influential environmental groups—the Natural Resources Defense Council and the World Resources Institute—advise the White House on climate and other emerging issues, and lead the UN’s development efforts around the globe.

Speth fought to create and uphold the nation’s toughest environmental laws, but now believes a new environmentalism is needed to confront today’s challenges. The advancing climate crisis cannot be addressed, he warns, as long as we remain fixated on endless growth and consumption, corporate profits, increasing the incomes of the well-to-do, neglecting those just getting by, and helping abroad only modestly.

An American tale, in all its complexity, Speth’s memoir is an inspiration—especially for readers contemplating how to make a difference in an increasingly complex world.

Available in: Hardcover, Paperback

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Angels by the River

James Gustave Speth

Hardcover $25.00