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 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

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



By Jorgen Randers

Forty years ago, The Limits to Growth study addressed the grand question of how humans would adapt to the physical limitations of planet Earth. It predicted that during the first half of the 21st century the ongoing growth in the human ecological footprint would stop-either through catastrophic "overshoot and collapse"-or through well-managed "peak and decline."

So, where are we now? And what does our future look like?  In the book 2052, Jorgen Randers, one of the coauthors of Limits to Growth, issues a progress report and makes a forecast for the next forty years. To do this, he asked dozens of experts to weigh in with their best predictions on how our economies, energy supplies, natural resources, climate, food, fisheries, militaries, political divisions, cities, psyches, and more will take shape in the coming decades. He then synthesized those scenarios into a global forecast of life as we will most likely know it in the years ahead.

The good news: we will see impressive advances in resource efficiency, and an increasing focus on human well-being rather than on per capita income growth. But this change might not come as we expect. Future growth in population and GDP, for instance, will be constrained in surprising ways-by rapid fertility decline as result of increased urbanization, productivity decline as a result of social unrest, and continuing poverty among the poorest 2 billion world citizens. Runaway global warming, too, is likely.

So, how do we prepare for the years ahead? With heart, fact, and wisdom, Randers guides us along a realistic path into the future and discusses what readers can do to ensure a better life for themselves and their children during the increasing turmoil of the next forty years.

Available in: Paperback

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Jorgen Randers

Paperback $24.95

Seeds of Deception & GMO Trilogy (Book & DVD Bundle)

Seeds of Deception & GMO Trilogy (Book & DVD Bundle)

By Jeffrey M. Smith

Now Jeffrey M. Smith's best-selling book is paired with a new DVD and CD set that shows how genetically modified organisms (GMOs) put our health and environment at risk. This set will impact consumer perceptions and buying habits.

DVD 1: Unnatural Selection

This stunning, award-winning documentary by Bertram Verhaag and Gabriele Kröber reveals harsh consequences of genetic engineering on three continents. Vandana Shiva, Andrew Kimbrell, Percy Schmeiser and others, describe uncontrollable, self-replicating GM contamination, failed crops, farmer suicides, and new GM animals that threaten natural populations.

"Best Film," (CineEco, Portugal), "Best Long Production," (IEFF, Brazil), and "Best Journalistic Achievement," (IEFF, Germany).

"Meticulously researched, excellently photographed" -Ökomedia

 DVD 2: Hidden Dangers in Kids' Meals: Genetically Engineered Foods

Shocking research results, inadequate regulations and warnings from eminent scientists explain why GM foods are dangerous and should be removed from kids' meals. The dramatic story of how student behavior in a Wisconsin school was transformed with a healthy diet provides added motivation to make a change. It features Jeffrey Smith and more than a dozen scientists and experts. 

Audio CD: You're Eating WHAT?

Jeffrey Smith's riveting one-hour talk. 

Seeds of Deception

This is the top-rated, best selling book in the world on GM foods. Smith exposes the serious health dangers of genetically modified foods and the corporate cover-up. A fast-paced thriller of industry manipulation and political collusion, combined with lucid descriptions of genetic engineering and guidance on how to protect yourself and your family.

Available in: Mixed media product

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Seeds of Deception & GMO Trilogy (Book & DVD Bundle)

Jeffrey M. Smith

Mixed media product $27.95