Cambridge Business Association
The Circular Business Revolution
Book

The Circular Business Revolution

A practical framework for sustainable business models

Manuel Braun and Julia Binder
FT Publishing, 2024
Buy book or audiobook

Read offline

Amazon Kindle

Editorial Rating

8

Qualities

  • Applicable
  • Well Structured
  • Inspiring

Recommendation

With the need for action on the environment becoming more urgent, businesses are seeking guidance on how to move forward. Sustainability experts Julia Binder and Manuel Braun offer an inspiring, engaging guide to making the transition from a linear, “take-make-waste” model of business to a sustainable, circular, “net positive” model that aims at both business success and environmental and social good. Binder and Braun bring deep insight and extensive business experience to their manual for business transformation, emphasizing the imperative of change and the potential for everyone to win.

Summary

The shift from a linear economy to a circular one is both possible and necessary.

Today, the world economy operates on a linear model: Value creation begins with the extraction of natural resources, and ends when people discard products as waste. However, this model is inefficient and has immense negative effects on the environment. The need to shift to a circular model is becoming clear. In a circular economy, value creation occurs much as it does in nature: Materials circulate continuously through use and reuse, and waste becomes practically nonexistent.

Such a shift might seem impossible — and it does have its challenges. But this transformation is not only possible; it’s inevitable. Think of it in terms of three time horizons: the near horizon, where operations proceed according to business as usual; the far horizon, where you’ll find your circular, regenerative future; and the mid-term, where a revolution in business models will bridge the present and future.

To move through this transformation process, begin by assessing “signals for change”: the shifts and disruptions in various conditions within your...

About the Authors

Julia Binder is a renowned thought leader recognized for her work at the intersection of sustainability and innovation. She’s professor of Sustainable Innovation and Business Transformation at IMD Lausanne and director of the school’s Center for Sustainable and Inclusive Business. Manuel Braun is an expert in sustainability and resource productivity. He’s director at Systemiq, a global think tank focused on sustainable systems change, where he leads the circular business program. Previously, he spent eight years at McKinsey & Company, leading sustainable product development and design projects across industries.

Comment on this summary