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


The Man Who Hated Work and Loved Labor

The Man Who Hated Work and Loved Labor

By Les Leopold

A CIA-connected labor union, an assassination attempt, a mysterious car crash, listening devices, and stolen documents--everything you'd expect from the latest thriller. Yet, this was the reality of Tony Mazzocchi, the Rachel Carson of the U.S. workplace; a dynamic labor leader whose legacy lives on in today's workplaces and ongoing alliances between labor activists and environmentalists, and those who believe in the promise of America.

In The Man Who Hated Work and Loved Labor: The Life and Times of Tony Mazzocchi, author and labor expert Les Leopold recounts the life of the late Oil, Chemical, and Atomic Workers Union leader. Mazzocchi's struggle to address the unconscionable toxic exposure of tens of thousands of workers led to the passage of the Occupational Safety and Health Act and included work alongside nuclear whistleblower Karen Silkwood. His noble, high-profile efforts forever changed working conditions in American industry--and made him enemy number one to a powerful few.

As early as the 1950s, when the term "environment" was nowhere on the political radar, Mazzocchi learned about nuclear fallout and began integrating environmental concerns into his critique of capitalism and his union work. An early believer in global warming, he believed that the struggle of capital against nature was the irreconcilable contradiction that would force systemic change.

Mazzocchi's story of non-stop activism parallels the rise and fall of industrial unionism. From his roots in a pro-FDR, immigrant family in Bensonhurst, Brooklyn, through McCarthyism, the Sixties, and the surge of the environmental movement, Mazzocchi took on Corporate America, the labor establishment and a complacent Democratic Party.

This profound biography should be required reading for those who believe in taking risks and making the world a better place. While Mazzocchi's story is so full of peril and deception that it seems almost a work of fiction, Leopold proves that the most provocative and lasting stories in life are those of real people.

Available in: Hardcover, Paperback

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The Man Who Hated Work and Loved Labor

Les Leopold

Paperback $24.95

Ethical Markets

Ethical Markets

By Hazel Henderson and Simran Sethi

With insight, clarity, warmth, and enthusiasm Hazel Henderson announces the mature presence of the green economy. Mainstream media and big business interests have sidelined its emergence and evolution to preserve the status quo.

Throughout Ethical Markets Henderson weaves statistics and analysis with profiles of entrepreneurs, environmentalists, scientists, and professionals. Based on interviews conducted on her longstanding public television series, these profiles celebrate those who have led the highly successful growth of green businesses around the world.

Ethical Markets is the ultimate sourcebook on today's thriving green economy.

Available in: Paperback

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Ethical Markets

Hazel Henderson, Simran Sethi, L. Hunter Lovins

Paperback $30.00

Surviving the Future

Surviving the Future

By David Fleming and Shaun Chamberlin

A Story from Lean Logic

Surviving the Future is a story drawn from the fertile ground of the late David Fleming’s extraordinary Lean Logic: A Dictionary for the Future and How to Survive It. That hardback consists of four hundred and seventy-two interlinked dictionary entries, inviting readers to choose their own path through its radical vision.

Recognizing that Lean Logic’s sheer size and unusual structure can be daunting, Fleming’s long-time collaborator Shaun Chamberlin has selected and edited one of these potential narratives to create Surviving the Future. The content, rare insights, and uniquely enjoyably writing style remain Fleming’s, but are presented here at a more accessible paperback-length and in conventional read-it-front-to-back format.

The subtitle—Culture, Carnival and Capital in the Aftermath of the Market Economy—hints at Fleming’s vision. He believed that the market economy will not survive its inherent flaws beyond the early decades of this century, and that its failure will bring great challenges, but he did not dwell on this: “We know what we need to do. We need to build the sequel, to draw on inspiration which has lain dormant, like the seed beneath the snow.”

Surviving the Future lays out a compelling and powerfully different new economics for a post-growth world.  One that relies not on taut competitiveness and eternally increasing productivity—“putting the grim into reality”—but on the play, humor, conversation, and reciprocal obligations of a rich culture. Building on a remarkable breadth of intellectual and cultural heritage—from Keynes to Kumar, Homer to Huxley, Mumford to MacIntyre, Scruton to Shiva, Shakespeare to Schumacher—Fleming describes a world in which, as he says, “there will be time for music.”

This is the world that many of us want to live in, yet we are told it is idealistic and unrealistic. With an evident mastery of both economic theory and historical precedent, Fleming shows that it is not only desirable, but actually the only system with a realistic claim to longevity. With friendliness, humor, and charm, Surviving the Future plucks this vision out of our daydreams and shows us how to make it real.

Available in: Paperback

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Surviving the Future

Rob Hopkins, Shaun Chamberlin, David Fleming

Paperback $17.95

Confronting Collapse

Confronting Collapse

By Michael C. Ruppert

The book that inspired the movie Collapse.

The world is running short of energy-especially cheap, easy-to-find oil. Shortages, along with resulting price increases, threaten industrialized civilization, the global economy, and our entire way of life.

In Confronting Collapse, author Michael C. Ruppert, a former LAPD narcotics officer turned investigative journalist, details the intricate connections between money and energy, including the ways in which oil shortages and price spikes triggered the economic crash that began in September 2008. Given the 96 percent correlation between economic growth and greenhouse gas emissions and the unlikelihood of economic growth without a spike in energy use, Ruppert argues that we are not, in fact, on the verge of economic recovery, but on the verge of complete collapse.

Ruppert's truth is not merely inconvenient. It is utterly devastating.

But there is still hope. Ruppert outlines a 25-point plan of action, including the creation of a second strategic petroleum reserve for the use of state and local governments, the immediate implementation of a national Feed-in Tariff mandating that electric utilities pay 3 percent above market rates for all surplus electricity generated from renewable sources, a thorough assessment of soil conditions nationwide, and an emergency action plan for soil restoration and sustainable agriculture.

Available in: Paperback

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Confronting Collapse

Michael C. Ruppert, Colin Campbell

Paperback $15.00