At the ISPIM Innovation Conference in Dublin we present an approach how to apply business model innovation to the solution of wicked problems. At ISPIM leading university scholars and innovation leaders from the business worls discuss their latest insight and persisting challenges. This year we pushed the discourse beyond the established fields of product and service innovation into the field of normative, value-based innovation focussing on sustainability. The full paper you may download for free. Figure: The Value Network. Value innovation builds on the introduction of new normative orientations into an existing business ecosystem.