Two years ago George Lakoff published the bestselling Don't Think of an Elephant! Its account of the conservative monopoly on effective framing touched off a national discussion about political language. It also gave rise to a chorus of pleas for more: * What is the progressive vision of America; * Why progressive values are America's values; * How frames are necessary to serve the truth; * Why sloganeering alone doesn't work; * How progressives trap themselves and how they can escape those traps; and * How political arguments and narratives can be put together to counter the Right. Thinking Points satisfies that call with a bold, concise, and systematic explanation of how conservatives think and use language―and how progressives can fight back . Lakoff and the Rockridge Institute offer a new understanding of the so-called political center and explain why the most effective way to appeal to those who identify themselves as moderates or conservatives is to remain true to progressive values. This book is essential reading for anyone who wants to participate in shaping an America that serves the common good. “George Lakoff serves progressives well by explaining how language and moral framing equals power in politics. Thinking Points helps leaders and activists alike to turn this knowledge into a compelling vision for society.” ― John Podesta, CEO and President, Center for American Progress “ Thinking Points is a must read for anyone who doesn't want speaking out to become a dying art.” ― Arianna Huffington “In Thinking Points, George Lakoff and the Rockridge Institute show how Progressives can stop appealing to some hypothetical "middle" and instead appeal to the deep morality that the vast majority of Americans share. When we speak from our hearts, the integrity of this will speak broadly.” ― Joan Blades, MoveOn “Lakoff has done it again. In Thinking Points , the good professor and the Rockridge Institute team have connected a broad progressive policy vision to fundamental American values. It's time for progressives to get off defense and go on offense. By laying the foundations of progressive policy in the traditional American values of freedom, responsibility, and care for others, George Lakoff and Rockridge have shown us how. This is the must-read progressive message handbook.” ― Wes Boyd, MoveOn “In an environment too often dominated by sound-bite arguments and political polarization, Thinking Points is more than a communications tool; it is a must-read for progressives as well as non-partisan activist organizations like the ACLU that want to trumpet their values not only loudly, but effectively. Professor Lakoff's expertise has been invaluable in articulating the ACLU's core values-fundamentally American values-to a broad and politically-diverse audience.” ― Anthony D. Romero, Executive Director, American Civil Liberties Union “This book is essential reading for anyone who wants to speak out effectively about progressive, American values.” ― Eli Pariser, Executive Director, MoveOn.org Political Action George Lakoff is the author of Don't Think of an Elephant and Moral Politics, as well as many seminal books on linguistics. He lives and teaches in Berkeley, California. Thinking Points Communicating Our American Values and Vision By Lakoff, George Farrar, Straus and Giroux Copyright © 2006 Lakoff, George All right reserved. ISBN: 0374530904 Chapter One   WINNING AND LOSING   Richard Wirthlin, chief strategist for former president Ronald Reagan, made a discovery in 1980 that profoundly changed American politics. As a pollster, he was taught that people vote for candidates on the basis of the candidates’ positions on issues. But his initial polls for Reagan revealed something fascinating: Voters who didn’t agree with Reagan on the issues still wanted to vote for him. Mystified, Wirthlin studied the matter further. He discovered just what made people want to vote for Reagan.1   Reagan talked about values rather than issues. Communicating values mattered more than specific policy positions. Reagan connected with people; he communicated well. Reagan also appeared authentic—he seemed to believe what he said. And because he talked about his values, connected with people, and appeared authentic, they felt they could trust him.   For these four reasons—values, connection, authenticity, and trust—voters identified with Reagan; they felt he was one of them. It was not because all of his values matched theirs exactly. It was not because he was from their socioeconomic class or subculture. It was because they believed in the integrity of his connection with them as well as the connection between his worldview and his actions.   Issues are real, as are the facts of the matter. But issues are also symbolic of values and of trustworthiness. Effective campaigns must communicate the candidates’ values and use issues symbolically—as indicative of their moral valu