It happens three big changes, one being the consequence of the other and both being exacerbated by the third: the definition of what a Market is has changed. Social impact and Grand societal challenges has become critical dimensions of what intrinsically characterize the definition of what a market is. This leads to a profound change in what the definition of a company is and what the meaning of any company role, mission and responsability should be. These two concomitant changes are exponentially amplified by technologies which re-question the realms of the possible and the frontiers of the accessible. In this context, ‘Sustainable Growth’ and ‘Sustainable Development’ are not antonym but synonym. Companies that fail to understand and embrace this new business reality are running business models with a more and more approaching expiration date, no matter the efforts they make in transforming themselves digitally. Leading transformations is instrumental, but knowing why is vital.