George Lakoff’s classic Don’t Think of an Elephant! is temporarily just $1.99 on Kindle (marked down from $9.99). This book changed everything for me in how I present myself and my ideas to the world. I’m not an animal rights person, I’m an animal advocate. I don’t seek welfare reforms, I support cruelty bans. And I don’t announce the fact that I’m vegan to everybody: I take an indirect approach to winning people over to a position where they’ll oppose animal exploitation.
Lakoff expertly shows how to avoid letting the opposition define you or your agenda. Vital reading for activists of every stripe. If this book were widely read in the vegan community, our movement would be vastly more effective.