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Many sustainability initiatives focus on improving the sustainability of products and operations in legacy or adjacent markets or on achieving sustainability gains by exploring new markets with a more diverse set of products. This is a variation on the classic "where to play/how to win" strategy familiar to most executives. Fewer leaders, however, are exploring an important new frontier in sustainability, in which brands actively partner with customers to achieve ongoing impact. This article describes a practical framework for creating sustainability strategies that take into account both dimensions-markets and customer engagement. The model lays out the four key ways that legacy companies can nurture growth in their sustainability efforts.