This chapter draws from Deleuze’s work to understand how sustainability, as a concept operates in the context of a free-market economy of architecture and how it can affect all the constituent parts that come to re-compose the local socio-political and cultural environment. The specific case that this chapter is investigating is that of Carapace Slate and how the concept of sustainability figures in their marketing strategies and guides their inventive directions. Here I discuss the strategy of introducing an architectural element capable of reducing carbon emissions and generating sustainable streams of energy into the market. The chapter focuses specifically on channels and strategies which the company uses to initiate the inventive process, sustain its operation and issue information. The element’s penetration into a free market context, as a new solution and without an independent, established infrastructure, is also permeated with difficulties in disseminating knowledge about them, creating hurdles in the implementation of a more sustainable approach.