George Lakoff’s book is a crucial key to understanding political opponents and achieving political victory. In this first full-scale application of cognitive science to politics, Lakoff analyzes the unconscious worldview of liberals and conservatives, explaning why they are at odds over so many seemingly unrelated issues--like taxes, abortion, regulation, and social programs. The differences, Lakoff argues, are not mere matters of partisanship, but arise from radically different conceptions of morality and ideal family life--meaning that family and morality are at the heart of American politics in ways that are far from obvious.