This conceptual chapter explores the intersection of sustainable servitization literature, organizational identity, and routine dynamics. Manufacturers can become sustainable-savvy service companies by shifting from selling physical products to providing sustainable smart product-service systems, suggesting a shift toward sustainable enterprise. The successful shift in the business model calls for changes in the firm’s organizational identity and routines, which can either facilitate or hinder sustainable servitization. We propose a model describing the dynamics between organizational identity and routines and suggest how it can support organizations in transforming toward sustainable servitization.