In February 2009, Justin Smith, manager of the Good business journey at Woolworths, a leading South African department store, was a worried man. Woolworths had launched its five-year sustainability strategy just under two years before. After undertaking an impact assessment, Smith was concerned that the original targets – which covered transformation, social development, the environment and climate change (see Exhibit 1) – had been set without a clear understanding of exactly what it would take to achieve them.