Mark’s challenge is to unite the management and all co-workers around the mission as well as to respond to today’s and tomorrow’s market demands in a way that is beneficial to the company. For internal and sales purposes, Mark needs to make the organisation aware that neither the market nor customers can be forced to adopt products for which they are not ready. Hence the company should devote renewed attention to the original products, to allow successful bidding on typical tenders. By offering products that are known and appreciated by the market place, the transition to a sustainable future will be shaped carefully. To ensure that the new green products gain more visibility in the market, the company should also offer their sustainable solution as an alternative, providing a choice to the customer. And besides their traditional sales model, they should look into leasing concepts. In short, keep the mission, but develop a profitable business case.