How to generate new solutions? 3. Drive product and service innovation Find, develop or create new innovations for the current market that better meet consumer needs whilst also addressing sustainable development challenges– have something worth scaling.In practice: Avis, a global car rental provider, found an innovation in ZipCar, a car sharing enterprise. Their reach and reputation helped scale this new service model for car hire and encouraged users to see the benefit in a shift from car ownership to car sharing 4. Create standards and ratings Ensure quality by establishing a ratings scheme or similar to promote continual improvement of standards across the market. Encourage a level playing field and reward high performance through competition.In practice: Unilever and WWF created the Marine Stewardship Council (MSC) standard for sustainably sourced fish, co-developed with the fishing industry, scientists and conservation groups. Numerous case studies highlight beneficial commercial and environmental impact.