JTBD
From Milkshakes To Meaning
Clay Christensen showed us how to understand consumer preference beyond the A|B test. That key unlocks product-market fit for the Circular Century.
People can't desire what they can't see.
The circular economy is the ideal organizing principle for future-proofing businesses—a systematic competitive advantage that will propel tomorrow's market leaders beyond the linear status quo.
Yet somehow, we're backsliding. Sustainability theater has collapsed. Most circular initiatives fail to achieve meaningful scale.
But the challenge isn't commitment—it's methodology. Circular transformation requires transdisciplinary integration across the entire enterprise and its ecosystem.
That's why we help visionary leaders build circular futures that make planned obsolescence obsolete—through synthesis that makes transformation feel delightful, not dutiful.
Sound like you?
Join leaders making planned obsolescence obsolete. Subscribe to The Circudyne Letter.
The Circudyne Letter
WWHTBT
"What Would Have To Be True?"
You cannot A|B test your way to system change. Why circular transformation requires asking 'What Would Have to Be True?' instead of 'How Might We?'
Introduction to Circudyne
Introduction to Circudyne
Wrapping up our first quarterly series exploring circular transformation as systematic competitive advantage. What it takes for brands to think broader, look further, and summon the courage to build a future for everyone to look forward to.
Living Futures
The Road to a Circular Future Runs Through Brands
What would it mean for brands win the Circular Century? To give themselves permission to use their imaginations. To imagine a world where circularity is not a cost center but a differentiator. To give people something to build a dream on.
Craft
Systemic Beauty: The How of Building Desire
Virtue is great. But to be fully embraced, the circular economy of tomorrow will be systematically beautiful: coherent, legible, and cool. The real work for brands is building self-teaching and resonant ways of living that surpass the linear status quo.
Catalysts
Building Circular Ecosystems
Every leap grows from the foundations others have laid. Breakthroughs flourish when vision meets the rails of yesterday’s visionaries. Today, the circular economy can move beyond pilots and projects to build the shared systems that unlock regenerative abundance for all.
Horizons
A Future To Look Forward To
The linear economy traps us in novelty, obsolescence, and extraction. Circular systems offer liberation: more wealth, more beauty, more meaning.