Deep in thought, José Garcia stared out into the city’s business district through the window of his 35th-floor office. José was CEO of Acme Oil, one of the largest oil companies in the country. Today’s concern was a certain Professor Emilio Ruiz. Ruiz was a prolific media commentator with a single agenda: the criticism and calling-to-account of the global fossil fuel industry. And a vociferous proponent of renewable energy. Furthermore, he was widely read, and widely quoted. The time had long passed when he could be dismissed as a crank. Up to now José and his advisers had seen this as a marketing war – positioning their point of view more strongly in the marketplace, where they must surely win. But the best PR agencies that money could buy were not having any effect in discrediting the Ruiz agenda. José was ready for new ideas.