A lot of times, we like to think that everyone out there thinks like us. Or at least they should.

We seem particularly enamored with our position on politics, religion or baseball that we can't see why someone else would possibly think otherwise. Another viewpoint can't possibly make sense! Why on earth would someone believe that?!?

Perhaps this is because so much of our world now can be built upon our personal preferences. Homes and computers can be constructed to our specific wishes. Profiles on Web sites and even news content can be based on personal preference. If we're lucky, we can live our entire existence surrounded by people, machines and perspectives that agree with us.

Of course, not much change happens this way. Until we come into contact with another opinion or idea, there's not much reason to change our own. Even if we know what we're doing isn't exactly working, we'll usually fight like hell to convince ourselves that the outcome, and not the starting point, is what is flawed.

It's easy for environmentalists to think that everyone wants to go green. It's easy for Christians to think that everyone who's not a Christian wants to be. It's easy for Democrats to think Republicans are wrong.

When we assume that everyone knows what we know, or believes in what we believe, or understands what we understand, conversation can be difficult. Action can be impossible. And sadly, some of the biggest problems out there won't simply be solved unless we're on the same page. Or at least reading the same book.

But, in order to get there, we've got to start somewhere. The search for common ground is the path less traveled. It's usually not very sexy and sometimes takes a while. But it's the path by which change happens and by which problems are solved.

At CoolPeopleCare, we realize not everyone is sold out on trying to reduce poverty. Not everyone wakes up each morning thinking about his or her carbon footprint. Not everyone spends hours on end fighting for education reform.

But, lots of people drive cars. And lots of people live in a house. And lots of people eat lunch. This is why our approach has been one based on time. It's something we've all got. We approach social change by showing people how to leverage their current lifestyle, no matter what they happen to be passionate about currently.

Because we've found that people do care. They do want to give back, and they do want to make a difference, especially if you can show them how to in ways that require simplicity, choosing differently, or convenience.

But this is only the first step. Social change never happens because it's convenient. But, people will enter the conversation about social change because it's easy or simple. Once they're in the conversation, then they have a chance to think differently, which will lead them to decide differently, act differently, and live differently.

It's hard to get someone to do something they normally don't do. But, the rewards are immeasurable.

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