For example, to bring it down to a personal level or on a local level. if your city were to walk up to you and say we want you to get rid of all this junk around your house or we'll fine you, likely you'd become defensive and want to put up a fight. The same can be true about organizations like small farms and cooperatives and business. But if the city were walk up  saying, We’d like you to clean up all this junk, is there anything we can do to help you accomplish this. That changes the whole tone on the subject, making individual people be less defensive and more cooperative. In efforts to better the world.