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


Seeds of Deception & The Hidden Dangers in Kids Meals (Book & DVD Bundle)

Seeds of Deception & The Hidden Dangers in Kids Meals (Book & DVD Bundle)

By Jeffrey M. Smith

Without knowing it, Americans eat genetically modified (GM) food every day. While the food and chemical industries claim that GMO food is safe, a considerable amount of evidence shows otherwise. In Seeds of Deception, Jeffrey Smith, a former executive with the leading independent laboratory testing for GM presence in foods, documents these serious health dangers and explains how corporate influence and government collusion have been used to cover them up.

The stories Smith presents read like a mystery novel. Scientists are offered bribes or threatened; evidence is stolen; data withheld or distorted. Government scientists who complain are stripped of responsibilities or fired. The FDA even withheld information from congress after a GM food supplement killed nearly a hundred people and permanently disabled thousands. While Smith was employed by the laboratory he was not allowed to speak on the health dangers or the cover-up. No longer bound by this agreement, Smith now reveals what he knows in this groundbreaking exposé.

Today, food companies sell GM foods that have not undergone safety studies. FDA scientists opposed this, but White House and industry pressure prevailed and the agency's final policy--co-authored by a former Monsanto attorney--denied the risks. The scientists' concerns were made public only after a lawsuit forced the agency to turn over internal documents.

Dan Glickman, former Secretary of Agriculture, describes the government's pro-biotech mindset: "You felt like you were almost an alien, disloyal, by trying to present an open-minded view. . . . So I pretty much spouted the rhetoric. . . . It was written into my speeches."

In Seeds of Deception Smith offers easy-to-understand descriptions of genetic engineering and explains why it can result in serious health problems. This well-documented, pivotal work will show you how to protect yourself and your family.

DVD Overview

Three videos in one: includes an interview with Jeffrey M. Smith, footage of scientists, and a look at the miraculous improvement in student behavior that accompanied a change in diet at a Wisconsin school. Also included is a lecture by Smith on "The Health Dangers of Genetically Engineered Foods and Their Cover-up."

Available in: Mixed media product

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Seeds of Deception & The Hidden Dangers in Kids Meals (Book & DVD Bundle)

Jeffrey M. Smith

Mixed media product $34.95

The Essential Bernie Sanders and His Vision for America

The Essential Bernie Sanders and His Vision for America

By Jonathan Tasini

Meet the essential Bernie Sanders—an authentic and uncompromising champion of the people.

Independent United States Senator Bernie Sanders—with a thirty-five-year career in public service, first as Burlington, Vermont’s mayor, then as Vermont’s sole representative to Congress, and currently as a United States senator—is now campaigning to become president of the United States. His goal is to build a movement to take back our country from the rich and powerful, and return it to its rightful owners—we, the American people. - Static Page Images - The Essential Bernie Approved

Sanders’ common sense, populist message is resonating with Democrats, Republicans, independents, as well as ordinary working- and middle-class Americans from all walks of life, including millennials, seniors, veterans, immigrants, environmentalists, union workers, and more.

In this short, accessible book, author Jonathan Tasini draws heavily from Sanders’ ample public record of speeches, statements, and interviews, and couples his working-class spirit with specific legislation he has championed on a number of core proposals that comprise a broader people’s agenda for America, including:

  • A national, single-payer health care system;
  • Free public higher education;
  • Taking on wealth and income inequality;
  • Preserving Social Security;
  • Caring for our veterans;
  • Ensuring civil rights for all;
  • Combatting climate change;
  • Reforming Wall Street, and much more.

The Essential Bernie Sanders and His Vision for America is a must-read for anyone who shares a vision for a forward-looking, sustainable, and more just United States of America, and is eager to change the course of history.

Available in: Paperback

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The Essential Bernie Sanders and His Vision for America

Jonathan Tasini

Paperback $14.00

The Social Profit Handbook

The Social Profit Handbook

By David Grant

How to Articulate and Assess What Success Looks Like

The Social Profit Handbook offers those who lead, govern, and support mission-driven organizations and businesses new ways to assess their impact in order to improve future work rather than merely judge past performance.  

For-profit institutions measure their success primarily by monetary gains. But nonprofit institutions are different; they aim for social profit. How do you measure the success of these social profit institutions, where missions are focused on the well-being of people, place, and planet?

Drawing upon decades of leadership in schools and the foundation and nonprofit worlds, author David Grant offers strategies—from creating mission time to planning backwards to constructing qualitative assessment rubrics—that help organizations take assessment back into their own hands, and improve their work as a result. His insights, illustrated by numerous case studies, make this book a unique organizational development tool for a wide range of nonprofit organizations, as well as emerging mission-based social venture businesses, such as low-profit corporations and B Corps.

The Social Profit Handbook presentsassessment and evaluation not as ends in themselves but as the path toward achieving what matters most in the social sector. The result: more benefits to society and stronger, more unified, more effective organizations prepared to make the world a better place.

Available in: Paperback

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The Social Profit Handbook

David Grant

Paperback $20.00

Slow Democracy

Slow Democracy

By Susan Clark and Woden Teachout

Reconnecting with the sources of decisions that affect us, and with the processes of democracy itself, is at the heart of 21st-century sustainable communities.

Slow Democracy chronicles the ways in which ordinary people have mobilized to find local solutions to local problems. It invites us to bring the advantages of "slow" to our community decision making. Just as slow food encourages chefs and eaters to become more intimately involved with the production of local food, slow democracy encourages us to govern ourselves locally with processes that are inclusive, deliberative, and citizen powered.

Susan Clark and Woden Teachout outline the qualities of real, local decision making and show us the range of ways that communities are breathing new life into participatory democracy around the country. We meet residents who seize back control of their municipal water systems from global corporations, parents who find unique solutions to seemingly divisive school-redistricting issues, and a host of other citizens across the nation who have designed local decision-making systems to solve the problems unique to their area in ways that work best for their communities.

Though rooted in the direct participation that defined our nation's early days, slow democracy is not a romantic vision for reigniting the ways of old. Rather, the strategies outlined here are uniquely suited to 21st-century technologies and culture.If our future holds an increased focus on local food, local energy, and local economy, then surely we will need to improve our skills at local governance as well.

Available in: Paperback

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Slow Democracy

Susan Clark, Woden Teachout

Paperback $19.95