This comment aims to further develop James and Brown proposal of framing organic conversions as transformations, referring to ?the three spheres of transformation? (practical, political, and personal). Particularly, I address the dynamic interactions between the three spheres during the transformational process, and challenge James and Brown?s emphasis on the political sphere. To this aim, I first make explicit the temporal logic underlying James and Brown?s analysis, which is consistent with other conceptualizations in literature, also giving importance to the political sphere. Then, I mention an alternative approach, highlighting the potentially initiating role of key individuals and farmers? epiphanies in the transformational process. This makes a strong difference in the narratives that can be made around organic conversions, by shedding light on the personal sphere and the ?co-arising? of the three spheres. This proposal raises both methodological and theoretical questions, which can be addressed by introducing insights from quantum theory.