It is October 2011 and the seven billionth person has just been born. Novus International, Inc., a global leader of “Health through Nutrition” solutions for livestock, pets, and people, has just released its Sustainability Report. The Report details Novus’s many investments towards increased sustainability in its operations. Recognizing that innovation and sustainability are inextricably connected, the CEO reviews Novus’s strengths to set a new sustainability strategy. What can Novus do differently to increase the sustainability of the company and all of its stakeholders? How can Novus best contribute to solving the challenges at the nexus of company owners, society and the environment?