In the United States, nearly 40% of waste in landfills originates from the construction industry. Overall, this industry is known for completing projects late and over budget. Departing from these industry norms, a company in Canada—DIRTT Environmental Solutions Ltd., founded in 2005—has a unique approach to interior construction and renovation. The name of the company stands for “Do It Right This Time,” which embodies how they approach projects. Their unique approach, based on a modular wall system and design aesthetic, represents a paradigm shift in construction methods. This case examines the journey of DIRTT and their efforts to think holistically towards sustainability that encompasses not only the product design, but operations and outlook towards corporate social responsibility. It also asks students to consider the balance of profitability and sustainability, as well as the feasibility of expanding beyond commercial and into residential construction.