ABSTRACT
This chapter addresses several most frequently asked questions about the transformation curve and answer them in more detail. The change in the first phase of market transformation is initiated by people or organizations who are relative outsiders to the system; they are not dependent on it. Organizations such as NGOs are generally not part of, or dependent on, the current industry. Sustainability standards have proven to be an effective instrument to start the second phase of market transformation. Companies and governments have to start working together, and address the non-competitive causes of market failure. Currently, the standards and certification business case is the non-trust issue between and amongst market players, governments, consumers, and other stakeholders. NGOs or other change-makers then use the crisis to raise awareness, and a new first phase of market transformation begins. Market transformation processes are always driven by a nucleus of leading companies and stakeholders.
