The inadequacies of conventional modelling approaches generally lead to understating the risks from unmitigated climate change and overstating the costs of a low-carbon transition, by overlooking the effects that policies can have on the process of innovation and developing competitive advantage in a changing global economy. This leads to a flawed conclusion that significant reductions in emissions are prohibitively expensive and, therefore, to be avoided until new, cost-effective technologies are developed.We argue that this is inconsistent with the evidence and counterproductive in serving to delay decarbonisation efforts, because the cost effective technologies and changed behaviours will only emerge as a result of targeted action. Understanding the processes which drive innovation, change social norms and avoid locking into carbon- and resource-intensive technologies, infrastructure and behaviours, will help decision makers as they ponder how to respond to the increasingly stark warnings of natural scientists about the deteriorating condition of the natural environment.