Neighbors are fighting pollution in a new way:

"For a moment, look through the eyes of the CEO or plant manager.

"He has worked his way into a corner and does not know how to get out. He knows that what he has been doing is wrong. He wants to stop but does not know how. He has been avoiding the matter so completely that he really does not know how bad it is. He has been denying the problem for years, so it is harder to acknowledge it now. He does not want to be yelled at by neighbors, some of whom look like his mom (who taught him the Golden Rule in the first place). He does not want to lose his job. He does not want to appear weak by giving in to the neighbors, or by outright losing to them.

"It is not in our interest for him to stay in that corner, because as long as he does, we will keep breathing and drinking his toxic waste.

"How can we help him get out of the corner?"

This book details how neighbors are answering this question, with remarkable results.