["Business Ethics, the Environment &Responsibility, EarlyView. ", "\nABSTRACT\nCertain industries—labeled “dirty,” “sinful,” “stigmatized,” or “controversial”—are under public scrutiny because of the ethical, social, and environmental concerns that they raise. Previous research has typically focused on the industry or organizational level of analysis, examining how companies in controversial industries can enhance their legitimacy by reforming the way they operate, for example by means of specific CSR and communication strategies. This article challenges that approach by adopting an individual‐level lens and presenting a life‐story interview with the former owner of a company involved in the arms industry, specifically the production of anti‐personnel landmines, who refused to reform his business to make it appear less controversial. After a difficult period, he decided to close the family business. He then redirected his technical expertise by joining the social movements supporting the global campaign against landmines and by working as a deminer, thus trying to act as an individual change agent and to repair the damage to which he had contributed. This heterodox individual‐level analysis challenges the conventional wisdom that controversial industries should seek only incremental improvements, and it sparks provocative reflections on the possibility of exiting them and contributing to their outright closure.\n"]