We are truly all in this together, and it makes factual, moral, and strategic sense to stay well aware of our common interests and common destiny. Some will, of course, act in opposition to the changes necessary to reach a sustainable world. Yet delaying these changes will soon harm their quality of life as well. Such acknowledgement can help us follow Gandhi's example in never losing sight of our profound connection to those who, today, happen to be playing the role of our opponents. Polarization and confrontation are useful, at most, as an occasional spice within the main course of pursuing our common interest.
Diffusion is more effective than coercion.
The spread of the fax machine and of environmental awareness are two very different examples of this diffusion process. Some changes can only be handled through legislation, but we should challenge our creativity by searching long and hard to find diffusion-based strategies before turning to government. Indeed a key insight into the diffusion process is that the most appropriate strategy for assisting the spread of an innovation changes dramatically as the innovation becomes more widely adopted. Pushing to spread an innovation before it has proven itself usually does more harm than good. Once the innovation has proven its worth, the next step is the development of businesses and organizations that can provide an support-system or infrastructure through which the innovation can become available beyond the circle of experimenters.