Let's talk about the society we want

In an article this week, George Monbiot has made the case for progressives to make the case for playing to people's collective good values to build the society we want to see.
He says we can do this by reflecting on individuals' intrinsic motivators and talking about collectivist attitudes - thinking big on how we can change society and not playing into small self-benefiting policy changes that flow with the broader shift to the right.
I think this is similar to what Bill McKibben was saying about movement building and how we've so far been failing.
What do you think?

http://www.monbiot.com/archives/2010/10/11/the-values-of-everything/