Wisdom-in-Nature (WIN) recognizes the importance of species’ cultural values to society and its sustainable development. WIN widens the prospects of species conservation by exploring and demonstrating the cultural significance of nature. Through species’ cultural value WIN goes beyond field conservation and explores the root causes of the extinction of species and their conditions for survival by looking at traditional practices, giving voice to communities and bridging generations. WIN provides the tools to explore the cultural values of species and builds capacities to participate in this process.