Umit S Bititci is Professor of Business Performance at Edinburgh Business School, Heriot-Watt University, UK. He has worked with an international portfolio of companies and public sector organizations and has led several international research and development projects with his research portfolio c £20million. Agnessa Spanellis is a Senior Lecturer at The University of Edinburgh, UK, where she teaches modules on Systems Approaches to Sustainability and Business Thinking. She has been published in peer-reviewed journals, books and outlets such as The Conversation.