Sustainability for business is what design theorist Horst Rittel would describe as a ‘wicked problem’. It’s not fully understood, has constantly changing parameters, embraces often contradictory solutions, and comes with no ‘end’ or conclusion. It’s a frightening concept for brands. Problems like these can’t be solved with traditional linear, analytical thinking. They need multiple perspectives, creativity, group interaction, feedback, and a variety of fluid alternatives. In short, the problem needs to be treated as an opportunity. Change provides clarity, direction and expression for brands that want to innovate and evolve in this new environment. We add value by helping these brands succeed without costly mis-steps, or long, painful learning curves.