The talk is challenging the belief that certain natural resources are limited, and showing why sustainability must be reimagined to ensure lasting well-being and prosperity. Boyan Rashev is a man who loves to challenge mainstream perceptions in everything he says and does. This is everyday business for him as he is a leading sustainability expert – a field overflowing with aspirations, myths, and utopias. He holds a bachelor’s and a master’s degree in Environmental and Resource Management from Germany. In 2007, together with his wife, he founded denkstatt, which they turned into the most successful sustainability consulting firm in Bulgaria. Over the years, he has gained extensive experience in finding the intersection between economy, society, and environmental protection while working with industries and institutions of all kinds. He has long shared his views publicly and is today among the most influential voices on these topics in Bulgaria. Boyan seeks to bring common sense and rational optimism into the public dialogue, with the ambition to change the environment, the mentality and the governance of Bulgaria. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx