This research paper shows how a firm pursues innovation activities for economic, social and environmental value creation in the context of time sensitivity. We make a conceptual link between lean startup thinking, triple bottom line value creation, and organizational capabilities. The case study firm uses a novel experimentation approach to pursue the goal of diverting all of its sold clothing from landfill through a two-year project. This requires substantial changes to the current business practice because in 2012, the clothing retailer recovered 1% of all garments sold. The fibre input value for all garments sold in 2012 exceeded $7m. We found that despite a stated need for fast learning through project experiments, the experiments were not executed quickly. (1) The desire to plan project activities and the lack of lean startup approach expertise across the whole project team hampered fast action. This led to the extension of the project timeline. However, project team confidence about learning by doing increased through privately executed experiments. (2) Some project experiments were not fit to meet the triple bottom value creation project goal and were dropped from the project. Overall, the corporate mindset of economic value creation still dominated

Sustainable development requires sustainability transformations of (so far unsustainable) companies. Sustainability transformations of companies do not happen by themselves but are the result of individuals and groups who purposefully act for sustainability. It is individual managers and employees within an organization—so‐called “change agents for sustainability”—who play a vital role in advancing corporate sustainability, as they are responsible for starting initiatives, making decisions, and implementing measures. Recent contributions have started to address the transformational role of individual sustainability professionals and employees shaping decisions around social and environmental issues in organizations. An overview and conceptualization of what can be understood by change agents for sustainability, their roles, and interactions is however missing. This article therefore proposes a framework and typology of six archetypes of change agents for sustainability: their key competencies and roles in initiating, scaling, and sustaining change in and beyond organizational boundaries.