The mining company in the study wanted to shift to a more sustainable business model by focusing on innovation. They aimed to analyze how sustainable values could flow through their business model. By interviewing top management, it was found that the main driver for this shift was the company's intention to create value sustainably. They planned to turn asphalt residue into a sustainable product called Asphalt Solid Waste (ASW) to replace imported oil asphalt. This shift was driven by the company's desire to align their goods with sustainable concepts and generate profit from this new product.