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


We Don’t Quit!

We Don’t Quit!

By Don Stillman

We Don’t Quit! describes the crucial role the United Auto Workers (UAW) union has played in the global struggle for workers’ rights. At a time when labor’s power seems to be waning, the book establishes the UAW’s vigorous internationalism as a counterbalance to corporate globalization and anti-worker repression by foreign governments. The UAW joined independent black unions in South Africa in the struggle against apartheid. It supported the Solidarity union in Poland that toppled the communist regime there. In Central America, the UAW stood up for workers targeted by death squads. In moving detail, author Don Stillman describes the UAW’s efforts to win freedom for imprisoned worker activists in Burma, China, Nigeria, Indonesia, and Mexico. In addition, he outlines how the support of German workers helped the UAW organize workers in North Carolina in the face of a harsh anti-union campaign. At a time when corporations operate without national boundaries, We Don’t Quit!charts a path for workers to join together across borders to preserve and expand workers’ rights.

Available in: Paperback

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We Don’t Quit!

Don Stillman, Gary Casteel, Dennis Williams

Paperback $25.00

The World According to Monsanto (DVD)

The World According to Monsanto (DVD)

By Marie-Monique Robin

Monsanto's controversial past combines some of the most toxic products ever sold with misleading reports, pressure tactics, collusion, and attempted corruption. They now race to genetically engineer (and patent) the world's food supply, which profoundly threatens our health, environment, and economy. Combining secret documents with first-hand accounts by victims, scientists, and politicians, this widely praised film exposes why Monsanto has become the world's poster child for malignant corporate influence in government and technology.

Also on the DVD:
Your Milk on Drugs—Just Say No!, A film by Jeffrey M. Smith

Dairy products from cows treated with Monsanto's genetically engineered bovine growth hormone (rBGH or rBST) may sharply increase cancer risk and other diseases, especially in children. Already banned in most industrialized nations, it was approved in the U.S. on the backs of fired whistleblowers, manipulated research, and a corporate takeover at the FDA. This must-see film includes footage prepared for a Fox TV station—canceled after a letter from Monsanto's attorney threatened "dire consequences."

Bonus CD:
"Don't Put That in Your Mouth," a speech by Jeffrey M. Smith

You'll want to stop eating genetically modified foods after you learn how they're linked to toxic and allergic reactions; sick, sterile, and dead livestock; and damage to virtually every organ studied in lab animals.

Available in: DVD

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The World According to Monsanto (DVD)

Jeffrey M. Smith, Marie-Monique Robin

DVD $19.95

How on Earth

How on Earth

By Jennifer Hinton and Donnie Maclurcan

Something incredible is happening within our economy. Beyond the failures of state socialism and the excesses of corporate capitalism, a realistic alternative is emerging. In How on Earth, Donnie Maclurcan and Jennifer Hinton chart the rise of businesses that place purpose ahead of profit, and outline how the advantages these businesses hold in the marketplace pave the way to an entirely different economic system, focused on addressing human need, not greed.

At the heart of this monumental transition lies the changing nature of not-for-profit (NFP) organizations. Contrary to popular notions of non-profit inefficiency, unaccountability, and dependence on donors, the 21st century NFP is proving highly efficient, transparent, and increasingly self-funded.

Distinguishing themselves from B corps and ethical/green shareholder companies by always reinvesting rather than privatizing profits, NFP enterprises around the world are proliferating and succeeding in areas as diverse as construction, manufacturing, software development, food catering, and retail. In a process described by Jeremy Rifkin as ‘the eclipse of capitalism’, many NFP enterprises (including various forms of cooperatives, community interest companies, government-owned corporations, and social businesses) are now outperforming their for-profit counterparts, driven by marked advantages in terms of finance, human resources, productivity, innovation, governance, environmental outcomes, value creation and market reputation. Simultaneously, NFP enterprises are increasingly curbing the excesses that have traditionally been associated with the charitable sector.

Moving beyond the market/state dichotomy, the NFP model finally aligns our economy with the social values that modern science and ancient wisdom agree are central to our shared prosperity. With wealth recirculating through a purpose-driven system, the emerging NFP world economy is better able to serve people and planet, while retaining market dynamics and requiring less taxation and government bureaucracy in the process.

A groundbreaking contribution to economic theory, How on Earth presents the world’s first practical blueprint for the transition to a fairer, thriving economy that offers quality of life for all while respecting our ecological limits.

Available in: Paperback

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How on Earth

Donnie Maclurcan, Jennifer Hinton

Paperback $19.95

Inquiries into the Nature of Slow Money

Inquiries into the Nature of Slow Money

By Woody Tasch

Could there ever be an alternative stock exchange dedicated to slow, small, and local? Could a million American families get their food from CSAs? What if you had to invest 50 percent of your assets within 50 miles of where you live?Such questions-at the heart of slow money-represent the first steps on our path to a new economy.

Inquiries into the Nature of Slow Money presents an essential new strategy for investing in local food systems and introduces a group of fiduciary activists who are exploring what should come after industrial finance and industrial agriculture. Theirs is a vision for investing that puts soil fertility into return-on-investment calculations and serves people and place as much at it serves industry sectors and markets.

Leading the charge is Woody Tasch-whose decades of work as a venture capitalist, foundation treasurer, and entrepreneur now shed new light on a truer, more beautiful, more prudent kind of fiduciary responsibility. He offers an alternative vision to the dusty old industrial concepts of the nineteenth and twentieth centuries when dollars, and the businesses they financed, lost their connection to place; slow money, on the other hand, is firmly rooted in the new economic, social, and environmental realities of the 21st century.

Inquiries into the Nature of Slow Money is a call to action for designing capital markets built around not extraction and consumption but preservation and restoration. Is it a movement or is it an investment strategy? Yes.

Available in: Paperback

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Inquiries into the Nature of Slow Money

Carlo Petrini, Woody Tasch

Paperback $15.95