In this chapter, we discuss innovative and sustainable transformation and what can be learned from sustainability challenges acting as a driving force to create a new business landscape for the future. The main purpose of this chapter is to develop and conceptualize in an explorative way a values-based sustainability practice in a business context embedded in “circular economy” thinking, which can be used for challenge-driven transformative change. The business context is that of IKEA, being a values-based global enterprise, and its vision-driven transformative change process of its entire business concept guided by a dynamic transforming culture and values where great importance is placed on sustainability thinking. The UN Sustainable Development Goals (SDGs) now underpin IKEA’s business and are used as a compass to mobilize change.