Industry leaders are setting the goal of sustainable products and services. The question is how this necessary but ambitious goal can be met. The author focuses on the environmental aspect of the expression “sustainable”. Strategies like eco-innovation, re-designs, and product improvements are discussed using examples such as the development of fuel cell vehicles, and the use of renewable and recycled materials. Major single actions (e.g. the development of new propulsion systems) as well as small improvements create a significant environmental benefit in total if “environmental economies of scale” are reached through mass production. Life cycle strategies, service instead of product strategies, as well as the link between “old” and “new” economy are described. The opportunities and challenges of these strategies for sustainable products are discussed. The author believes that it is necessary to look at a combination of all these strategies in order to reach the goal of sustainable products and services. In future, increasing numbers of life cycle stakeholders may have to be involved in these efforts, as their involvement is key to providing very efficient and effective additional positive effects.