ABSTRACT
If ‘business as usual’, in terms of paradigm, ideology and institutional arrangements, is not enough to guide us towards SD, then we need to consider ways of consciously modifying or changing our mental maps or conceptual frameworks. The idea is to present a conceptual framework that a variety of actors will find helpful when thinking about and developing the idea of SD. I will emphasize concepts at the micro level that together form the embryo of a new microeconomics. This microeconomics is both related to and opens the doors for new thinking at the macro level.
