Manage beyond the fence line: Find new opportunities for influence – beyond your own operations – in your value chain. Love them or hate them, Wal-Mart embraced this concept in 2005 by committing to send zero waste to landfill. Five years later, the retailer also committed to increasing the income of one million small and medium farmer suppliers. Notice how our survey results show the change in perception of Wal-Mart's leadership during the same period: the percentage of experts and practitioners naming Wal-Mart as a sustainability leader has rocketed from zero in 2005 to 13 percent in 2010.