The first and introductory chapter explains the necessity of this book, in other words, why it should be read. Several questions arise to illustrate this: If climate emergency is the grand challenge, why is so difficult to address it? Is it technically feasible? Economically? Trying to address it, we frame the current climate emergency as an extreme case of the well-known phenomenon of ‘the tragedy of the commons’. As a potential solution, we introduce a new disruptive business model and environmental strategy called ‘regenerative’, characterised by two main elements: (1) cutting-edge climate science solutions (capturing and utilising atmospheric carbon dioxide capable of producing net zero and even net negative emissions or positive environmental externalities); and (2) firm purpose redefinition under a new ecological, ethical and moral paradigm. Finally, a brief description of the book’s contents is presented.