Purpose – The purpose of this paper is offer an understanding on how value creation, on both a human and organizational level can be found and constructed through a shift away from Design/methodology/approach – The paper describes theoretical foundations on the concept of congruence and it purports to demonstrate the co-relation between incongruence and dysfunction in both organizations than individuals. Findings – The congruence theory, originally developed by Williams, co-author of this paper, refers to the capacity of individuals to align the individual stances to the organizational ones, thus leading to a system based on a system of balance among elements, conceptually paradoxical among themselves. The paper manages to demonstrate that performance needs to be found in system of reference other than the fiscal or financial diligence and more within the human dimensionality. Originality value – This paper explores the factors that block the creation of congruence in people and organizations and explores strategies that can simultaneous and congruently move people and organizations to a path of sustainability