Capt. Tom, over at EMS12lead.com, was relating to me an analogy a while back. He was discussing a symposium where Chief Kelvin Cochran posed that to further the forces of the positive side, individuals had to "get off the fence" and "choose a side". In short, if you aren't actively professing your allegiance toward the organizational mission, then you are effectively working against it.
If you think about it, the side that serves the best interest of the community is the side you should be taking. The only people permitted to define the "good guys" should be the people who are paying the bill. If what you are doing doesn't serve the best interests of the public, then you are working against the mission. Make it about the people you serve and you will win every time.