When discussing the green shift, stakeholders such as companies, politicians, and citizens tend to claim it is difficult to change. Some reasons behind this include the costs, lack of awareness, limited resources, inertia and resistance to change, short-term thinking, and lack of incentives. However, to get things moving sooner than later, feeling good about doing the right thing is not enough of a reason for many; stakeholders have to be convinced not only about the environmental, but also the economic and societal benefits. What kind of value and benefits might there be for early adopters of the green transition in different fields? What are some concrete first-mover advantages for both businesses and their customers? What will the role of early adopters be when "being green" is the norm?