“You’re either with us or against us”

This is almost never true.

For just about any issue, behavior, company or movement, the vast majority of people are neither. They might be unaware, they might be unconcerned, they might have a different priority list.

Forward motion happens from two things:

First, creating synchronized, persistent action among the people who are with you.

Second, creating a path where some of the inactive decide to join you.

Insisting that someone choose sides might feel like the satisfying and urgent thing to do, but it rarely leads to enrollment and action.