I’ve had a lot of conversations about the practical side of circularity lately. And one thing surprised 80% of the companies I spoke with — it had nothing to do with technical solutions.
Here’s the pattern.
Most of them start by telling me they already know what circularity is, and they’re doing what they can. So I ask about their sustainability activities, waste management, CO₂ reduction, their product and machine portfolio.
And then the same picture emerges: they’re focused on their waste — and genuinely relieved to have found a partner who handles collection, return or recycling properly.
Which is good. But it’s also where the surprise comes in.
Asking a different set of questions
I start asking about a different reality:
-
Their product reality
-
Their business reality
-
Their customers’ reality
And I point out that what they’re treating as “waste to be handled” might actually be value to be unlocked — a real business opportunity they’ve never looked at.
That’s the moment. Shocked and curious at the same time.
My point isn’t “you’re doing it wrong”
To be clear: it never is. Sometimes the current approach genuinely is the best one.
My point is simply: why not check?
Look at the facts and figures. Then you either confirm you’re on the right track — or you discover a potential worth going after.
Either way, you’d finally know. And that’s worth a lot more than assuming.
So here’s the question worth sitting with: what are you currently treating as “waste” — that you’ve never actually checked the value of?