On the Bubble
Empathy Is a Strategic Capacity
It enables worldbuilding where time and value are not yet fixed, providing a path to product–market fit before markets, metrics, or demand signals exist.
Horizons
Strategic domain of Circudynamics focused on competitive advantage through circular transformation. Uses 'What Would Have To Be True' methodology to reverse-engineer viable pathways from linear to circular business models. Emphasizes economic viability over compliance, positioning circular strategies as systematic competitive advantage like Lean Manufacturing in the 1980s-1990s.
On the Bubble
Leadership in the Time of Enshittification
Why do rigidly managed systems so often end in decay? A closer look at enshittification, linear logic, and why this moment calls for leadership.
On the Bubble
The Supply Mirage
Circularity was built for a moment of expected scarcity. What happens when that pressure never fully arrives — and what must change as a result?
Connection
You Don't Need Better Storytellers
Stories begin with choices. Without internal coherence, even the best storytelling can’t help us imagine, or choose, the future we need.
Cultural Mythology
Closing the Mythology Gap
When the world changes faster than our stories, organizations lose coherence and momentum. This Letter shows how Joseph Campbell, George Lucas, and Coca-Cola demonstrated the deeper work of cultural renewal — and what it means to become fit for purpose in the Circular Century.
Imagination
Toward Imagination
Scientific management made imagination possible. Then it made imagination impossible.
Self-Disruption
Beyond Organizational Charts: Why Self-Disruption Requires Vision, Culture, and Values
What practitioners miss about Christensen's self-disruption theory—and why it matters for scaling circular innovation
Jobs To Be Done (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.
What Would Have To Be True (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.