Sustainability has emerged as a critical priority for organizations worldwide. While innovation has traditionally been regarded as the primary catalyst for growth and competitive advantage, not all innovations align with sustainable development goals. This paper advocates for the concept of exnovation—the deliberate discontinuation or systematic phasing out of unsustainable practices, products, or technologies—as a strategic approach that complements or, in some cases, surpasses innovation in advancing sustainability. It examines how exnovation can be effectively integrated into business strategies without compromising agility, thereby fostering long-term resilience and efficiency. By reviewing relevant literature and analyzing case studies, this research study provides a structured framework for businesses to adopt exnovation as a means of enhancing sustainability while maintaining or even strengthening operational adaptability in an increasingly complex and environmentally conscious marketplace.