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In Thomas Frank's bestselling "What's the Matter with Kansas?" the author asks why so many Americans vote against their own economic interests. Well, George Lakoff of the Rockridge Institute, a prominent progressive think tank, provides the answers. According to Lakoff, most Americans vote their identity and values not their economic self interest. Conservatives, despite being a minority, are dominating because they understand this. They are winning by putting their values front and center, by controlling the national dialogue by "framing" issues (i.e. calling the estate tax "the death tax,"), through institution building, and by developing overarching strategic initiatives rather than advocating single issues and isolated programs. Lakoff provides the groundwork for progressives to begin to counter conservatives. Conservatives call for "strong defense," progressives call for a "stronger America;" conservatives say "free market," progressives say "broad prosperity;" conservatives argue for "smaller government," progressives want "effective government;" etc. The book provides the tools for progressives to move the debate -- by addressing people's core American values -- from the divisive arguing that reinforces conservatives' positions to a civil discourse that reinforces progressives' positions. A must read!