On one hand I saw how wonderful people are when they gather to save patients with cancer – which was my job – and on the other hand that same species was destroying their own habitat, making doctors like me helpless if this was allowed to go on.
The trick is to make a business out of being more sustainable.
If you come back a year later and they’ve got recycling in the office rather than looking at the main process, that’s a sign that they are not really buying it.
You would be very unlikely to win a game of chess without knowing the principled definition of checkmate. Reaching a sustainable society without any idea of the principles that define that situation would also be very unlikely.