Shortlisted for the FT/McKinsey Business Book of the Year award A renowned climate scientist shows how fossil fuel companies have waged a thirty-year campaign to deflect blame and responsibility and delay action on climate change, and offers a battle plan for how we can save the planet. Recycle. Fly less. Eat less meat. These are some of the ways that we've been told can slow climate change. But the inordinate emphasis on individual behavior is the result of a marketing campaign that has succeeded in placing the responsibility for fixing climate change squarely on the shoulders of individuals. Fossil fuel companies have followed the example of other industries deflecting blame (think 'guns don't kill people, people kill people') or greenwashing (think of the beverage industry's 'Crying Indian' commercials of the 1970s). Meanwhile, they've blocked efforts to regulate or price carbon emissions, run PR campaigns aimed at discrediting viable alternatives, and have abdicated their