Traditionally, culture is understood to have three layers: the most visible layer - the artifacts; a partially visible layer - the behaviors; and a deep, often unseeable layer - our values and beliefs. Organizations often think that people don't move toward more sustainable actions and lifestyles because of the first two layers, i.e. because they need better artifacts and/or better behavioral guidance. However, the more this gets studied, the more we are finding that the 'biggest unlocks' lie in the third layer - in the complex web of our values and beliefs, and the ways said values and beliefs dictate our emotions and attitudes! This informs an entire new field of reinvention focused on increasing the chances of companies surviving turbulence and disruption by tapping into that third, often unseeable layer of culture.