This study provides a new thinking on sustainability by addressing how tradiitonal sustainabilty strategies rooted in competitiveness fail to achieve authentic sustainabilty. It further proposes a new approach based on the noncompetitiveness view and discusses the potential for ultimate sustainabilty. Three models are proposed to interpret competitiveness and noncompetitiveness in micro socope (i.e. corporate level) and macro scope (i.e. society and ecology level). The three model are to support and underpin the argument of this research: competitiveness leads to selfish growth in the sacrific of ecology as a whole which these "selves" are part of. From the view of the author, it is time for us to escape from the traditional western competitive strategy theorem, and to revist the noncompetitiveness view from ancient and indigenous wisdom.