When author and cognitive scientist George Lakoff presents the challenge “Don’t think of an elephant,” people immediately think of a large animal with a trunk and floppy ears. Political language works the same way. When we use or negate long-entrenched “conservative” language like “tax relief,” “entitlements” and “pro-life,” we’ve lost the argument before it’s even begun. While many Americans may call themselves “conservative,” they consistently support progressive values and policies like Social Security, Medicare, ending the wars, and increasing taxes on the rich. So it’s about time we fix what’s broken about our political language and change the conversation. Let’s get started here.