The article explores two versions of sustainability: one focused on growth and the other on equilibrium. The first version sees sustainability as a means to achieve growth, which is not sustainable in the long run. The second version treats sustainability as the end goal itself, making it inherently sustainable. The study delves into the underlying logics and mechanics of these sustainability approaches, highlighting the effectiveness of the equilibrium-based logic in incorporating existing research findings and guiding strategies. A real-world example from business practice is used to illustrate the application of sustainability logic.