Outthink Sustainability strategy

Two articles in Fast Company online, one with the question, the other with the answer. 
Kaihan Krippendorff writes «don’t over think...outthink» in "How To Stick With It When Your Ideas Are Ahead Of Their Time", and his absolutely right! 
As many innovators learn from the beginning, it's a harsh path towards total acceptance. Forward thinking is not a very easy to understand, at least for the general audience. Sometimes is too fast, too forward, and too explicit in a certain point of view. 
So, Krippendorff starts with «ideas ahead of their time», some questions with some answers, but then we jump to "7 ways to Disrupt your Industry", from Bruce Kasanoff & Michael Hinshaw. And disruption is part of the answer, no doubt.
Now we take Sustainability, especially Sustainability strategy, looking to what’s out there and quickly realizing that the leaders are the most disrupting and forward thinking of all. The majority are still thinking, stopping, as the others outthink and acting towards their objectives.
The main idea is that we have to stop wasting some many time thinking in every angle of the questions, not giving the chance to experiment, to try to go further, acting without fear. Sustainability future passes through disrupting outthinking, as we can confirm in companies like Puma and Unilever. Focus on action, like a slogan from another fast thinking company, Nike’s “Just do it”.