What are the ideals that make us do what we do and how do we in the process of living learn about how to work together? I think part of that means we have to invest some time in understanding other people and how they think and what drives them. This should be divided into a few main parts one should be to look at the innovators, what drives them and what is the resistance points - what keeps them from being successful is there are commonality that explains the global resistance to sustainable development. Then what about the early adopters who are these people and why don’t they make the full plunge into sustainability? Finally the mainstream why do people buy into mediocre products that are not really designed in their interest or that of future generations of humans that will inhabit this planet or even the planet itself? So in looking at the ideals and principles of sustainability we also need to explain the blind-spots and why are things proceeding slower than some might desire.