Lakoff researches how framing influences reasoning, or how the way we say something often matters much more than what we say. the Guardian

Over a quarter of a million copies sold worldwide!

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 revised edition 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.

The ALL NEW Don't Think of an Elephant! will make you reconsider everything you think you know about framing:

• Do you think facts alone can win a debate?
• Do you know what makes a Tea Party follower tick?
• Do you understand how to communicate on key issues that can improve people's lives?

Whether you answer yes or no, the insights in The ALL NEW Don't Think of an Elephant! will not only surprise you, but also give you the tools you need to develop frames that work, and eradicate frames that backfire.