Book excerpt: "It is sometimes said that 'fish discover water last.' And I think that applies to us. We've been colonized. We're a colonized people. We've lived in a corporate culture for the last hundred years. We're surrounded by the icons, and images and propaganda, and how many hundreds of millions of dollars of constant advertising. It's affected our ability to think. We censor ourselves all the time. We censor our goals. We censor our tactics and strategies. We don't demand what we know we want and what we need. And that's what we need to begin changing."