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The aim of this article is to explore Emmanuel Faber’s strategy through an inductive discourse analysis. The theoretical framework used is "tone at the top." The analysis is based on videos in which the former Danone CEO outlines his vision of how the company’s strategy should evolve, an evolution particularly tied to its transition to becoming a mission-driven company. The results underline that: (i) the evolution desired and supported by a manager can continue even following their departure; (ii) the development of management tools to support the evolution of the manager’s discourse can be a vector of success (or failure). The results support the idea that the evolution of tools and discourse must occur in tandem to ensure the successful implementation of new orientations within an organization. The management controller can therefore become a key player in the success of sustainable strategies.