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This case is based on 30 interviews with participants in a seven-year sustainability project at a leading North American manufacturer. The project enhanced financial value and positively impacted the natural and organizational environments. The case draws attention to innovative methods to increase non-executive employee engagement in technical innovation for sustainability. In particular, many interviewees noted how eco-action learning had motivated them to persevere. However, their intense commitment also exacted a cost, most significantly in time away from family. The process by which these results were achieved is discussed as an example of “appreciative intelligence” to suggest how leaders and employees can reframe business, connect elevated personal purpose to day-to-day business tasks, and consequently create a more sustainable future.