Sustainability is about meeting the needs of the present generation without compromising the ability of future generations to meet their own needs.It is already quite evident that the current balance between use of resources and consumption is not sustainable in the long-term, not if we want to leave a decently liveable world to the coming generations.Ultimately, the motivation to save the world can either come from an internal moral conviction, or from a good business sense.Either way, a more sustainable lifestyle is THE promise that the Cleantech industry is holding to a struggling and troubled world, and business leaders must demonstrate not only passion but also determination and awareness to make a “sustainable business” out of it.Determination is required for taking risks on promising technologies, applications and solutions to differentiate in a growing but increasingly crowded market; while securing responsive operations and managing to attract top talent from relatively more “senior” innovation-driven industries –such as software, telecommunications or life sciences. Technological advancement is at the very core of our industry, and companies wanting to play this game need to make sure that in-house innovation flows unconstrained on stream-lined support activities to minimize the time-to-market.Awareness becomes a critical quality to early detect trends and changes in business sentiments and regulatory environments, which are extremely influential to our young industry. More and more, governments are seeing Cleantech as not only a viable way for solving urgent environmental and social issues affecting citizens, but also as an opportunity for attracting positive public opinion.Nevertheless, companies must find business models that quite quickly gain independence from sponsoring programs, since most governments will most likely not be able to deliver much over the next couple of decades. This awareness is perhaps even more critical for spotting financing from private investors, eager to finding growth niches in recessive economies.Taking the lead in Cleantech requires the right mix of both emotional and rational motivations to systematically assess and reassess strategic options and choices. At the moment, just a few players in the market can demonstrate solid experience and performance in this relatively young industry, but only those with consistent commitment, clear vision and a disciplined agility will become the shapers of the newest of all industries.-Image: Ensto