For look long conflation of issues is holding back the private wealth sector adopt the 21st Century Fiduciary Duty in practice. We experience constantly the misnomer that incorporation of consideration of ESG risks in the investment process somehow risks reducing returns. Logically, this is just plain wrong. This is a conflation of ESG and investing for purpose. Here we break sustainability down into three discrete steps: climate; ESG; and purpose. This hang up is stopping even simple moves such as calcuation of financed emssions of assets and portfolios to be able to have some assessment of climate risk. We hope that by doing so, we can cut through the confusion and enable the sector to get over this hang up and start to do the simple steps. Get the baby steps done, they can then start to think about purpose.