Starting a blog about system innovation for sustainability has been on my agenda since I finally finished my PhD in December 2010. But life has taken over and I got busy with lecturing and carrying on with research. The motivation to finally start this blog has come from Forum for the Future (a UK-bsed charitable organisation which works with business and government to create a sustainable future) launching its new strategy a couple of days ago. This is a sign that finally system innovation is becoming a topic of agenda for those other than us academics. This means that there’ll be more talk and walk about it, that finally politicians, company reps and even our neighbours will hear about it, and that there’ll be some exciting action and discussion among self-organising sustainability-enthusiast communities towards taking part in achieveing system innovation. Well, maybe not that fast… But I see FFF’s new strategy as a big step towards a higher-level understanding of what sustainability is, and how it can be achieved by the society. My aim to start the blog is to share my (past and hopefully future) learnings and insights about system innovation with those interested and to learn from them hoping that this blog will enable enlarging my network which is currently limited to the academics working in this area. My interest in system innovation, as much as being driven by my academic research agenda, also stems from a deep and very human desire to influence change towards co-creating a sustainable and desirable future. So, yay!