"Few authors write with the high level of clarity, research, and thoughtful insight as Norm Phelps. This is an important book for anyone seeking to understand the roots of our abuse of other animals, the social movement to end that abuse, and specifically how that movement must wage its campaigns in order to prevail. If you care about creating a more humane society for all animals—human and nonhuman—read this book. But don't just read it: Turn this great knowledge into practical action and go about creating that better world." —Paul Shapiro, Founder of Compassion Over Killing and Vice President of Farm Animal Protection, HSUS

"Why is animal liberation 'the most difficult battle ever fought' and, more importantly, how can animal advocates overcome the movement's many and profound hurdles to win freedom for other species? Norm Phelps brings his considerable experience and talent to bear as he responds to these questions with well-crafted prose characterized not just by optimism but assurance. Beautifully written and cogently argued, this is essential reading for novice activists, veteran agitators, or anyone else who wants to see an end to humanity's unrelenting enslavement and slaughter of animals. I learned a great deal from this book and highly recommend it." —Mark Hawthorne, author of Striking at the Roots and Bleating Hearts

"This book is a very valuable contribution to animal protectionism. It is thoughtful and not dogmatic, taking seriously the range of views on topics that have polarized the movement. In addition, its historical context for contemporary debates is very helpful." —Stephen R. Kaufman, M. D., Chair of the Christian Vegetarian Association and author of Guided by the Faith of Christ

"At a time when a major shift to vegan diets is essential to avoid a climate catastrophe, major food, water, and energy scarcities, and other environmental disasters, Norm Phelps' brilliant book provides the tools to enable animal rights and vegetarian activists to break through the apathy, denial, and misinformation that is keeping people from making dietary changes. One need not agree with every concept in this insightful, very well-written book to recognize its potential to get dietary considerations onto society's agenda and to help move our imperiled planet onto a sustainable path." —Richard H. Schwartz, President of Jewish Vegetarians of North America and the Society of Ethical and Religious Vegetarians, author of Judaism and Vegetarianism and Who Stole My Religion