Unique selling points: origin, content, style and methodology. - The book will offer original eye-openers thanks to the unique experience of the author: almost 40 years in key positions, both within government and business. - The book will clarify today's understanding of (1) a business case (new school, long term, all stakeholders value instead of old school, short term, shareholders and/or customers value) and (2) sustainability (not just green, also social, and even fair economy and good governance). It will then explain how the two cannot live with one another, either because they are mutually supportive, or because they reveal hidden constraints. - The style of the book will be a mixture of blog language, more facts than opinions and a number of clear conclusions. - The methodology will be an approach in three dimensions: interdisciplinary, multi-instrumental and multi-stakeholders.