Your circularity quick win is probably already in your product portfolio

You don’t need to invent something new.
You need to look at something you already have — in a new context.

Many companies start circularity the hard way

My learning?

Keep the big picture in mind. But start with a product.

And not necessarily the easiest one.
Or the one that looks best in a sustainability report.

Start with the one with the most value for your business.

High volume. High margin.
A product where even a small circular gain moves real numbers.

A flagship product.
A customer-facing product.
Something important for where the business is heading.

A product containing materials or components that are genuinely worth:

So there is no universal answer to:

“Which product should we start with?”

The answer depends on your business.

But once you identify the right product, something changes.

Circularity stops being a huge, abstract strategy exercise.

It becomes a concrete question:

What could we do differently with this product — and would it create value?

That’s where I would start.

The “3 questions, 1 direction” of the Direction Finder is designed to help you take the next step once you have one in mind.