The article chronicles a municipal manager’s experiences with creating a sustainability agenda. Confronts a key issue facing sustainability – how does a municipality develop a sustainability agenda when the community does not see a need for it? Provides a three-pronged approach, developed by the Surrey Heath Borough, to advocate for sustainability which are a) center our organizational purpose on sustainability; b) make sustainability a meaningful term in an organizational sense; and c) get to work. Also lists the lessons learned from implementing this approach.