Packaging — is a temporary vehicle to provide us the product that we want, safely and securely containing it at times. Other times, it is just an extra dressing that does not deliver value to the consumer, the supply chain that transfers it, and the environment. — How do we figure out what the alternatives are? Most importantly, for businesses, how do we decouple, or isolate value brought about with packaging, so that we realise what alternatives to recouple it with, to deliver the same value.