What is our goal in the sustainability wars? If it is to feel noble because we are doing the “right thing” and to build our programs and plans of attack on that (call it “moral suasion”), we run the risk of ending up a proud soldier lying dead on the field of action with the last words from our mouths, that of Gott mit uns (god is on our side). Those of us who feel deeply enough about these issues to wish to act effectively have to put our pious thoughts and personal preferences aside and gear up 100% for a single goal — to win! Sun Tsu had a few thoughts on that in The Practical Art of War.
If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself, you will succumb in every battle.