Rob van Tulder is full professor of International Business at RSM Erasmus University, co-founder of the Department of Business-Society Management (one of the world's leading capacity groups on teaching and research in sustainable business). He is academic director of the Partnerships Resource Centre, acclaimed author of more than 20 books on Sustainable Development and Multinational Enterprises, and advisor to many companies, governments, international organizations and NGOs.

Eveline van Mil is strategic advisor to (semi-)public, private and non-profit organizations on societal interface management. Her practical experience and research projects range from 'wicked problems', societal governance, transition theory and issue and stakeholder management to the 'resource curse', sustainable production and consumption, and regulation of controversial sectors.

Part I: WHY? SYSTEMIC PRINCIPLES 1 Why now? A necessary frame for grand societal challenges; 2 Why not? Understanding the potential of the SDGs; 3 Why slow? Conditions for realizing the SDGs; Part II: WHAT AND WHO? SOCIETAL AND DYNAMIC PRINCIPLES 4 What if? The SDGs as wicked problems; 5 What and who? The SDGs as wicked opportunities; 6 Who? The governance challenge; Part III: HOW? STRATEGIC AND OPERATIONAL PRINCIPLES 7 Making it resilient - dealing with triggering events; 8 Making it strategic - business cases for sustainability; 9 Making it material - designing sustainable business models; 10 Making it powerful - using power as a force for positive change; 11 Making it functional - the internal alignment challenge; 12 Making it collaborative - the partnership challenge