The conventional criticism of the market is that it does not prioritise equity, and that it is inattentive to ecology. These failures have come to be acknowledged by at least some leaders in industry, but the subsequent impact of that realisation has been poor. The triple-bottom-line approach remains rare, and even those paying attention to it are taking only cautious steps forward. The How Institute's approach to the market, therefore, will be to emphasise the accelerated adoption of good practices.