Promoting sustainable utilization of forest products and bioeconomy is a focal area of my research. This topic fascinates me because, despite an immensely vast literature, we don’t quite know what sustainable utilization is. The many articles I have written, the two books I have co-edited, and the doctoral students I have supervised have all aimed to answer these questions. Fifteen years ago, when I heard “forestry is not rocket science, it is far more complicated” I thought it was a quirky statement. Now, I know better.