2021

Advancing Circular Economy Business Models (Open Innovation Camp)

Services

Facilitation • Service Design • Research • Co-creation Leadership

Team

Multidisciplinary team of service designers, researchers & circular economy industry specialists

Event Wrap Up
Event Wrap Up

Building the Next Generation of Circular Economy Innovative Business Model - EU

Research

Co-definition

Prototyping

Expert Validation

Refinement

Overview

The Innovation Camp brought together global circular economy professionals to test and strengthen the Circular Economy Business Model (CEBM). Over two intensive days, participants explored how sustainable consumption, reuse & recycling, and end-user co-creation can shape future-ready business models. My role was to design and facilitate high-impact sessions, guide multidisciplinary teams through structured decision-making, and ensure that each CEBM prototype was validated with experts from diverse industries—including lighting, meat production, repair services, and energy. The result was a unified understanding of how circular design principles can translate into commercially viable, scalable, and environmentally responsible business strategies.

Understanding Circular Challenges Through Collective Insight

Establishing a Shared Framework for Circular Value Creation

The camp began with defining what circular value means across industries. Through interviews, pre-work exercises, and co-analysis, we aligned participants around the three pillars of CEBM: sustainable consumption, reuse & recycling, and end-user co-creation. My focus was on leading the Sustainable Consumption stream—guiding participants to uncover systemic gaps, behavioural barriers, and market opportunities. This foundation ensured that every prototype aligned with both environmental goals and real business constraints.

Results from The Cocreation workshop
Results from The Cocreation workshop

Bringing Together Global Perspectives

Co-creation Across Cultures, Time Zones & Expertise

With over 200 professionals from multiple countries, alignment was critical. I facilitated sessions that helped participants quickly build trust, understand cultural nuances, and navigate differences in sustainability maturity levels. We used Howspace, Miro, and Zoom to structure group thinking, validate assumptions, and ensure inclusive participation. Despite distance and time-zone challenges, we created a seamless, psychologically safe environment where experts openly shared challenges and perspectives. This alignment enabled the group to move from abstract circular concepts to practical, testable business model prototypes.

Business Model Presentations
Business Model Presentations

Turning Circular Principles into Real Solutions

Designing & Validating CEBM Prototypes

Five business model prototypes were developed and tested with industry experts. I led two key sessions, one for the lighting industry and one for the meat production industry, where we explored how circularity could reshape their operations. Using structured voting, rapid prototyping tools, and guided discussions, we validated: 1-Market desirability 2-Technical feasibility 3-Circular impact 4-Business viability The facilitation hierarchy, pre-designed materials, and clear instructions ensured smooth execution, even with large groups. By the end of day two, each prototype had a refined value proposition, tested assumptions, and a clear pathway for further development.

Key Insights
Key Insights

Advancing Circular Thinking at Scale

Tangible Results That Strengthened Future Circular Initiatives

The Innovation Camp delivered high-value insights for circular model owners, businesses, and sustainability leaders. Participants left with clarity, direction, and validated models ready for next-phase development.

€7.2 M

Project Investment

Enabled a large-scale, multi-year circular economy research and innovation programme.

16+

Partners in EU

The consortium brought together 17 organisations from 8 different EU countries.

80+

Diverse Expertise

Over 80 circular economy professionals and stakeholders attended the OIC, participated in co-creation.

9+

Reference Metrics

The camp and project resulted in three fully validated Circular Economy Business Models, each tested with cross-industry experts.

Evaluation and Results
Evaluation and Results

// Real-time sketching during the workshop, used to synthesise complex discussions into clear, shared insights for the group. //

Reflection

Working with sustainability and circular economy experts revealed a universal truth: circular transformation is not just a technical shift — it is behavioural, cultural, and deeply human. The camp made it clear how differently participants defined “circular value” depending on their industry, culture, or background. For some, it meant material reuse. For others, it meant behavioural change, long-term design commitment, or community involvement. The value of the camp came from creating a space where these interpretations could coexist — and then be aligned into a shared definition. Visual facilitation also played a critical role. Having a skilled illustrator capturing insights in real time helped participants see complexity become clarity. It allowed the group to track emerging patterns, reduce abstraction, and build a shared mental model — something especially important when participants come from technical or scientific fields. Another key learning was the importance of bringing business leaders into the same room early, aligning their expectations, and making trade-offs transparent. Circularity touches supply chains, investment models, and long-term risk planning — none of which can move forward unless leadership alignment is strong and explicit. From a facilitation standpoint, the workshop highlighted how essential a well-designed playbook is for large-scale events. Clear roles, escalation paths, timing rules, and communication scripts ensured the experience remained smooth despite cultural differences, multiple time zones, and highly technical discussions. Without this backbone, the complexity would have overwhelmed the process. If repeating this project, I would expand the pre-work exercises to deepen alignment before sessions begin — especially considering the diverse mix of expertise. More importantly, I would integrate early diagnostic surveys to surface assumptions and misconceptions before participants arrive, accelerating convergence in the live sessions. Overall, this project reinforced the importance of structure, psychological safety, and visual thinking in tackling complex sustainability challenges. It strengthened my ability to guide large-scale co-creation, translate circular models into practical actions, and support global teams as they work toward a more regenerative, resilient future.

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