What an incredibly important book! I don’t read many political books but this dug deeply into a question that has always fascinated me: What is the psychological divide in the U.S. political culture war? I am adding George Lakoff to the list of my other favorite cognitive scientists, alongside Steven Pinker and Noam Chomsky. These guys have a knack for cutting to the simple heart of complex issues and making clear, mind-boggling presentations. Liberals will like this little The Art of War type book as a manual for winning rhetorical turf battles. But I believe this kind of book (and its equivalent from the other side) is very important for both sides to read. It’s about more than just arming yourself with the moral language for winning arguments. It’s about empathy, understanding other people’s worldviews so you can find common ground and build consensus.