---
product_id: 5907664
title: "Don't Think of an Elephant!: Know Your Values and Frame the Debate--The Essential Guide for Progressives"
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---

# Don't Think of an Elephant!: Know Your Values and Frame the Debate--The Essential Guide for Progressives

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Don't Think of an Elephant!: Know Your Values and Frame the Debate-The Essential Guide for Progressives [George Lakoff, Howard Dean, Don Hazen] on desertcart.com. *FREE* shipping on qualifying offers. Don't Think of an Elephant!: Know Your Values and Frame the Debate-The Essential Guide for Progressives

Review: Maybe not The Answer, but certainly part of The Answer - Many of the negative comments regarding the book, e.g. "[Lakoff] fails to provide very much compelling advice for liberals," disappoint me due to their lack of perspective. Lakoff's book is not a complete solution and I don't think it claims to be. The book is just a tool and so are the ideas contained therein. Some seem to think that the book would/should contain a comprehensive list of magic words and phrases with which the Democrats could bewitch the U.S. populace. I guess: 1) I didn't expect that much for 10 bucks, and 2) I'd like to think that most Americans aren't vulnerable to a set of magic words. For example, some complain that framing taxes as "wise investments in the future" and a "membership fee in America" "aren't really as snappy as 'tax relief'." Well, not delivered like that. That would just be exchanging an uninspiring list of programs for a uninspiring list of catch phrases. A certain amount of the work that Democrats need to do is sales. "Tax relief" didn't mean anything the first time it was said, but GOPers said it time and again and associated it with related themes, i.e. big government and waste. Some critics also feel that the "ten word philosophy for liberals", i.e. Stronger America, Broad Prosperity, Better Future, Effective Government and Mutual Responsibility, aren't "as zingy" as the GOP philosophy and that the list puts them to sleep. But when Barack Obama built his keynote address around the same themes they were pretty damn "zingy." They lit a freaking fire under Americans beyond traditional Democrats. And "street smart framers like Newt Gingrich and Frank Luntz" weren't laughing, they were shaking in their boots. But critics don't seem to want to make the effort of applying the contents of the book to anything outside it. They want the book to have "The Answer." Well, The Answer is "Work" and the book is a useful tool in that work. The job ahead of Democrats is to communicate the values of the Democratic party in an appealing way. Lakoff recognizes that we can only accomplish that by changing the language we use. Lakoff's ideas are tools that Democrats can use to take back the language, the context of the discussion and make Americans feel good about supporting Democrats. But because Lakoff's book is one of the first such tools, many of its critics seem to think it purports to be the *only* tool.
Review: Just like the development of nuclear technology.... - Like the development of nuclear technology, there are two sides to every issue. In the context of Lakoff's book Don't Think of an Elephant, I am referring specifically to the idea this book is a lesson plan to help Democrats/Progressives lie like Republicans. On the positive side, this book exposes the lies and techniques that have been so effectively used by Republicans for so long. Who thought politics could come down to the simple use of simple words. In a broader context, Lakoff's purpose is to guide progressives in shaping and broadcasting their message. There is no harm in this. However, I believe the methods Lakoff expresses can go too far and be used for less than good purposes. Lakoff does an excellent job of exposing the methods and lies of the Republicans. The use of terminology such as "Clear Skies Initiative" is a perfect example. While the legislation behind the pretty words allows more pollution into our air, the name allowed its passage. We live in a time that allowed Reagan to call a missile system "The Peacekeeper". I guess "Killer of innocent people" would never have gone over well. The book goes further to explain theories of why people need to buy into the marketing of the Republicans. All information is eye opening and important. While I can say this is one of the most important books I have read in a long time, I urge care in using the information in Lakoff's book. This book can be used for good and for evil. If the progressives use it to better shape their message and effectively communicate the message to the masses, I'm fine with that. If progressives use this book to learn to lie and manipulate like Republicans, then this book is more dangerous than it is good.

## Technical Specifications

| Specification | Value |
|---------------|-------|
| Best Sellers Rank | #418,852 in Books ( See Top 100 in Books ) #98 in Political Reference #295 in Elections #622 in Political Conservatism & Liberalism |
| Customer Reviews | 4.5 4.5 out of 5 stars (333) |
| Dimensions  | 5.38 x 0.4 x 8.38 inches |
| Edition  | First Edition |
| ISBN-10  | 1931498717 |
| ISBN-13  | 978-1931498715 |
| Item Weight  | 6.4 ounces |
| Language  | English |
| Print length  | 144 pages |
| Publication date  | September 1, 2004 |
| Publisher  | Chelsea Green Publishing |

## Images

![Don't Think of an Elephant!: Know Your Values and Frame the Debate--The Essential Guide for Progressives - Image 1](https://m.media-amazon.com/images/I/51NHeqyVyDL.jpg)

## Customer Reviews

### ⭐⭐⭐⭐⭐ Maybe not The Answer, but certainly part of The Answer
*by M***M on December 29, 2004*

Many of the negative comments regarding the book, e.g. "[Lakoff] fails to provide very much compelling advice for liberals," disappoint me due to their lack of perspective. Lakoff's book is not a complete solution and I don't think it claims to be. The book is just a tool and so are the ideas contained therein. Some seem to think that the book would/should contain a comprehensive list of magic words and phrases with which the Democrats could bewitch the U.S. populace. I guess: 1) I didn't expect that much for 10 bucks, and 2) I'd like to think that most Americans aren't vulnerable to a set of magic words. For example, some complain that framing taxes as "wise investments in the future" and a "membership fee in America" "aren't really as snappy as 'tax relief'." Well, not delivered like that. That would just be exchanging an uninspiring list of programs for a uninspiring list of catch phrases. A certain amount of the work that Democrats need to do is sales. "Tax relief" didn't mean anything the first time it was said, but GOPers said it time and again and associated it with related themes, i.e. big government and waste. Some critics also feel that the "ten word philosophy for liberals", i.e. Stronger America, Broad Prosperity, Better Future, Effective Government and Mutual Responsibility, aren't "as zingy" as the GOP philosophy and that the list puts them to sleep. But when Barack Obama built his keynote address around the same themes they were pretty damn "zingy." They lit a freaking fire under Americans beyond traditional Democrats. And "street smart framers like Newt Gingrich and Frank Luntz" weren't laughing, they were shaking in their boots. But critics don't seem to want to make the effort of applying the contents of the book to anything outside it. They want the book to have "The Answer." Well, The Answer is "Work" and the book is a useful tool in that work. The job ahead of Democrats is to communicate the values of the Democratic party in an appealing way. Lakoff recognizes that we can only accomplish that by changing the language we use. Lakoff's ideas are tools that Democrats can use to take back the language, the context of the discussion and make Americans feel good about supporting Democrats. But because Lakoff's book is one of the first such tools, many of its critics seem to think it purports to be the *only* tool.

### ⭐⭐⭐⭐⭐ Just like the development of nuclear technology....
*by T***I on December 5, 2004*

Like the development of nuclear technology, there are two sides to every issue. In the context of Lakoff's book Don't Think of an Elephant, I am referring specifically to the idea this book is a lesson plan to help Democrats/Progressives lie like Republicans. On the positive side, this book exposes the lies and techniques that have been so effectively used by Republicans for so long. Who thought politics could come down to the simple use of simple words. In a broader context, Lakoff's purpose is to guide progressives in shaping and broadcasting their message. There is no harm in this. However, I believe the methods Lakoff expresses can go too far and be used for less than good purposes. Lakoff does an excellent job of exposing the methods and lies of the Republicans. The use of terminology such as "Clear Skies Initiative" is a perfect example. While the legislation behind the pretty words allows more pollution into our air, the name allowed its passage. We live in a time that allowed Reagan to call a missile system "The Peacekeeper". I guess "Killer of innocent people" would never have gone over well. The book goes further to explain theories of why people need to buy into the marketing of the Republicans. All information is eye opening and important. While I can say this is one of the most important books I have read in a long time, I urge care in using the information in Lakoff's book. This book can be used for good and for evil. If the progressives use it to better shape their message and effectively communicate the message to the masses, I'm fine with that. If progressives use this book to learn to lie and manipulate like Republicans, then this book is more dangerous than it is good.

### ⭐⭐⭐⭐⭐ Compelling, Illuminating, Empowering!
*by C***A on October 16, 2004*

Awaken, understand, act! Short and easy-to-read yet deeply insightful and powerful, this book is truly outstanding and in a class by itself. In it, Lakoff concisely outlines the "great right wing conspiracy" -- its scope, its agenda, its strategy, its messages, its methods, its tricks. You will understand why it resonates with and is supported by the people it will ultimately impoverish, along with rest of us. You will understand its underlying mind-set, and how it prevents those affected from seeing the progressive truth and vision leading to a better future for them and all of us. Learn why "compassionate conservatism" means Social Darwinism and "you're on your own radicalism." Learn why "tort reform" is a rouse for the end of government regulations for consumer protection, worker protection, and environmental protection. Learn why massive government deficits are "good" because they ultimately lead to the end of progressive social programs that benefit the middle class, including pubic education, social security, and economic safety. Learn how our fundamental trust is being betrayed and our civil liberties lost. Then learn the progressive mind-set and its transformative power to achieve, through mutual responsibility and effective government, a stronger America, with broad prosperity and a better future for all of us. In this book, you will learn what you need to know and how to effectively act. Read this book, grasp its meaning, understand its practical messages. Then act! Lakoff gives you the know-how and the know-why. This is the real deal.

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*Last updated: 2026-03-12*