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


Altered Genes, Twisted Truth

Altered Genes, Twisted Truth

By Steven Druker

This book uncovers the biggest scientific fraud of our age. It tells the fascinating and frequently astounding story of how the massive enterprise to restructure the genetic core of the world's food supply came into being, how it advanced by consistently violating the protocols of science, and how for more than three decades, hundreds of eminent biologists and esteemed institutions have systematically contorted the truth in order to conceal the unique risks of its products–and get them onto our dinner plates.

Altered Genes, Twisted Truth provides a graphic account of how this elaborate fraud was crafted and how it not only deceived the general public, but Bill Clinton, Bill Gates, Barack Obama and a host of other astute and influential individuals as well. The book also exposes how the U.S. Food and Drug Administration (FDA) was induced to become a key accomplice--and how it has broken the law and repeatedly lied in order to usher genetically engineered foods onto the market without the safety testing that's required by federal statute. As a result, for fifteen years America's families have been regularly ingesting a group of novel products that the FDA's own scientific staff had previously determined to be unduly hazardous to human health.

By the time this gripping story comes to a close, it will be clear that the degradation of science it documents has not only been unsavory but unprecedented--and that in no other instance have so many scientists so seriously subverted the standards they were trained to uphold, misled so many people, and imposed such magnitude of risk on both human health and the health of the environment.

Available in: Paperback

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Altered Genes, Twisted Truth

Steven Druker

Paperback $21.95

The Sheer Ecstasy of Being a Lunatic Farmer

The Sheer Ecstasy of Being a Lunatic Farmer

By Joel Salatin

Foodies and environmentally minded folks often struggle to understand and articulate the fundamental differences between the farming and food systems they endorse and those promoted by Monsanto and friends. With visceral stories and humor from Salatin's half-century as a "lunatic" farmer, Salatin contrasts the differences on many levels: practical, spiritual, social, economic, ecological, political, and nutritional.

In today's conventional food-production paradigm, any farm that is open-sourced, compost-fertilized, pasture-based, portably-infrastructured, solar-driven, multi-speciated, heavily peopled, and soil-building must be operated by a lunatic. Modern, normal, reasonable farmers erect "No Trespassing" signs, deplete soil, worship annuals, apply petroleum-based chemicals, produce only one commodity, erect Concentrated Animal Feeding Operations, and discourage young people from farming.

Anyone looking for ammunition to defend a more localized, solar-driven, diversified food system will find an entire arsenal in these pages. With wit and humor honed during countless hours working on the farm he loves, and then interacting with conventional naysayers, Salatin brings the land to life, farming to sacredness, and food to ministry.

Divided into four main sections, the first deals with principles to nurture the earth, an idea mainline farming has never really endorsed. The second section describes food and fiber production, including the notion that most farmers don't care about nutrient density or taste because all they want is shipability and volume. The third section, titled "Respect for Life," presents an apologetic for food sacredness and farming as a healing ministry. Only lunatics would want less machinery and pathogenicity. Oh, the ecstasy of not using drugs or paying bankers. How sad. The final section deals with promoting community, including the notion that more farmers would be a good thing.

Available in: Paperback

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The Sheer Ecstasy of Being a Lunatic Farmer

Joel Salatin

Paperback $25.00

The Zero Waste Solution

The Zero Waste Solution

By Paul Connett

Waste is something we all make every day but often pay little attention to.  That's changing, and model programs around the globe show the many different ways a community can strive for, and achieve, zero-waste status.

Scientist-turned-activist Paul Connett, a leading international figure in decades-long battles to fight pollution, has championed efforts to curtail overconsumption and keep industrial toxins out of our air and drinking water and bodies. But he’s best known around the world for leading efforts to help communities deal with their waste in sustainable ways—in other words, to eliminate and reuse waste rather than burn it or stow it away in landfills.

In The Zero Waste Solution, Connett profiles the most successful zero-waste initiatives around the world, showing activists, planners, and entrepreneurs how to re-envision their community’s waste-handling process—by consuming less, turning organic waste into compost, recycling, reusing other waste,  demanding nonwasteful product design, and creating jobs and bringing community members together in the process. The book also exposes the greenwashing behind renewed efforts to promote waste incinerators as safe, nontoxic energy suppliers, and gives detailed information on how communities can battle incineration projects that, even at their best, emit dangerous particles into the atmosphere, many of which remain unregulated or poorly regulated.

An important toolkit for anyone interested in creating sustainable communities, generating secure local jobs, and keeping toxic alternatives at bay.

Available in: Paperback

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The Zero Waste Solution

Paul Connett, Jeremy Irons

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