I often come across discussions in conferences, forums, social media etc that sustainability is an interesting movement often though followed by a BUT hesitation. Most of the times this BUT is related to economic viability, low level industry awareness or slow progress in implementation especially from the self declared practical minds. It is true that the biggest challenge in this voyage is to persuade stakeholders to start implementing. On the other hand advocates employ a wealth of information to their endeavor. Climatic change, energy saving, added value, health & well-being, business benefits, case studies you name it. Originating from a country maintaining for a long time an unsustainable course I have come to a conclusion for the invisible nature of the fundamental stable equilibrium that sustainability safeguards. Let us concentrate on this one for a moment and name it first principles. On a mainstream level maintaining stable equilibrium might not be immediately visible of what needs to be done. One can only experience the implications when outside this stable equilibrium. And it is not pleasant. Not only because of the implications felt but mainly due to the difficulties to overcome a chaotic situation. Consequently, what I have learned on living in such an environment is to respect the significance of first principles. These are the foundations or the pre-requisites to develop an enhanced sustainable course. And at the end it comes down to our behavior so to become second nature. Like the clock is always ticking or the sun rising daily from east. It is the first fundamental step. Everybody wants and recognizes stable equilibrium. So the next time the question strikes… BUT how much does it cost? …let us think that we can live in an unsustainable environment…. BUT have we ever experienced it?