of their own guiding metaphors, and have too often accepted conservative terminology framed in a way to promote the strict father metaphor. Lakoff insists that liberals must cease using terms like partial birth abortion and tax relief because they are manufactured specifically to allow the possibilities of only certain types of opinions. Tax relief for example, implies explicitly that taxes are an affliction, something someone would want "relief" from. To use the terms of another metaphoric worldview, Lakoff insists, is to unconsciously support it. Liberals must support linguistic think tanks in the same way that conservatives do if they are going to succeed in appealing to those in the country who share their metaphors. Lakoff offers advice about how to counteract politicians' lies. He maintains that the act of stating that a lie is false reinforces the lie because it repeats the way the lie is framed. Instead, he recommends what he calls a "truth sandwich": "1. Start with the truth. The first frame gets the advantage. 2. Indicate the lie. Avoid amplifying the specific language if possible. 3. Return to the truth. Always repeat truths more than lies." Lakoff calls this a "truth sandwich" even though the baloney is in the middle. The position of the lie avoids both primacy and recency effects. Between 2003 and 2008, Lakoff was involved with a progressive think tank, the Rockridge Institute, an involvement that follows in part from his recommendations in Moral Politics. Among his activities with the Institute, which concentrates in part on helping liberal candidates and politicians with re-framing political metaphors, Lakoff has given numerous public lectures and written accounts of his message from Moral Politics. In 2008, Lakoff joined Fenton Communications, the nation's largest public interest communications firm, as a Senior Consultant. One of his political works, Don't Think of an Elephant! Know Your Values and Frame the Debate, self-labeled as "the Essential Guide for Progressives", was published in September 2004 and features a foreword by former Democratic presidential candidate Howard Dean. Disagreement with Steven Pinker In 2006 Steven Pinker wrote an unfavorable review of Lakoff's book Whose Freedom? in The New Republic. Pinker argued that Lakoff's propositions are unsupported, and his prescriptions are a recipe for electoral failure. He wrote that Lakoff was condescending and deplored Lakoff's "shameless caricaturing of beliefs" and his "faith in the power of euphemism." Pinker portrayed Lakoff's arguments as "cognitive relativism, in which