Holland America Line (HAL) was proud of its reputation as a sustainability leader in the global cruise industry. Bill Morani, V. P. Safety & Environmental Management Systems, was responsible for ensuring that the company and fleet complied with safety and environmental regulations and policies. He had been with HAL since 2003 following a 25-year career in the U.S. Coast Guard. In light of the maritime industry’s significant environmental impacts and the complex and rapidly evolving regulatory environment, Bill was thinking about the company’s current initiatives in order to prioritize the areas that should be emphasized in the future. Bill’s thinking was interrupted as Dan Grausz, Executive V. P., Fleet Operations, came into his office waving an article about a Stena Line ferry that claimed that the two helical turbines on the deck of one of their ferries was achieving cost-effective reductions in fuel use. Dan was the leader of the Fuel Conservation Committee, and he reminded Bill that wind turbines on the ship’s deck was one of the 56 initiatives in the spreadsheet tracking their priority in being considered for adoption. However, this initiative had been assigned a very low priority, and Dan asked Bill to report back to the Fuel Conservation Committee (FCC) as to whether time and resources should be expended in reconsidering or piloting it.