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.